po polsku
source: PBCThe study, conducted by GFK and Kantar Millward Brown, used eye-tracking technology on 300 respondents, both regular print readers and non-readers. It analyzed ad reception in:
- daily newspapers
- and luxury women’s magazines.
The study focused on so-called long fixations, or gazes at an ad lasting more than 180 milliseconds. It also measured emotional engagement, indicated by pupil dilation.
- The number of fixations (over 180 ms) on contextual print ads is 67% higher,
- the average gaze duration on contextual ads is 30% longer than on standard ads,
- emotional engagement with contextual ads is 44% higher.
The results also showed that regular readers engage more with ad content than non-readers. However, the study’s main conclusion is the same for both groups: contextual advertising in print media is more effective, and print itself conveys a more complex marketing message.
The study also compared print advertising results with those of online ads. Both print readers and non-readers were more receptive to print ads.
Number of Fixations on Ads
- 4.1 - print ad (readers)
- 3.7 - print ad (non-readers)
- 2.9 - online ad (readers)
- 2.8 - online ad (non-readers)
- The difference of one fixation is a significant difference - emphasizes Waldemar Izdebski, president of Polskie Badania Czytelnictwa, commenting on the study results on the PBC website. - Print advertising allows readers to notice one more element of the ad.
More details about the study results are available on the Polskie Badania Czytelnictwa website.
COMMERCIAL BREAK
New articles in section Marketing and PR
How and why online stores lie. TrustMate report
Marek Jaworowski
Experts from the TrustMate.io platform analyzed the most common procedural errors and inaccuracies that lead Polish online stores to wrongly deny buyers their rights. They also prepared an appeal path for consumers who heard a refusal from customer service.
Online shopping in Poland. Report by the Chamber of Digital Economy
Patrycja Sołtysik, Izba Gospodarki Elektronicznej
For the fourth consecutive year, 100% of internet users declare making a digital purchase at least once, and 93% have shopped online in the last six months. 97% of purchases in Poland involve an internet-connected device at some stage - most commonly a smartphone.
Coffee for moms. This is how they recharge parents' batteries at the Wrocław children's hospital
Reporterzy support
24 hours, 7 days a week, for 3 months. Non-stop. That is the average time a mother spends in an oncology hospital, caring for her child during treatment. A new project has launched at the Przylądek Nadziei (Cape of Hope) children's oncology clinic in Wrocław. In a simple way, it helps parents reduce stress, calm their emotions, and boosts their energy for caregiving. And that directly translates into the effectiveness of the children's treatment.
See articles on a similar topic:
Data analysis. Warning signs and technical debt
Aleksander Pawzun, CalmFox.pl
Until a few years ago, a classic data warehouse, overnight processing, and reports available in the morning were a sign of organizational maturity. Today, in many companies, these same solutions have become an invisible constraint.
Foreign online stores face distrust in Poland. See TrustMate Report
KFi
Poland’s e-commerce market is booming, yet foreign online stores still struggle to earn consumer trust. Why do Polish shoppers prefer local sellers? A new report uncovers the roots of this distrust and reveals what international brands must do to bridge the gap.
A Good Product is Not Enough. New Realities for Marketing are Coming
Reporterzy.info
- Brands face many tests in credibility and transparency in the coming years. The era of neutrality is over - predicts Maciej Swoboda, Chief Revenue Officer at the agency Funktional, in an interview with Reporterzy.info.
Do Ads on TV Annoy You? Think Again, It’s Quite the Opposite!
Bartłomiej Dwornik
Advertisements don’t irritate viewers; instead, they increase the appeal of television programs, according to research published in the Polish edition of Harvard Business Review. Viewers are actually willing to pay more for shows they watched with ad breaks.
