Tablet ads as memorable as print | The Insight Files |
A News UK study has revealed that print and tablet advertising and content deliver the same levels of engagement and memorability. This finding challenges the general industry view that the platform drives behaviour, rather than the content. The study revealed that while there are some minor physical differences in how people access newspaper content on different platforms, if it is presented consistently, the way they process the information and what they take out is similar across both content and advertising. While tablets generate more immediate visual attention, print is a slower burn medium, eliciting stronger levels of emotional intensity. However, both deliver the same levels of memory encoding, which is crucial in influencing future actions.
Via Soraia Ferreira, Ph.D.