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:
What to do when your child lies? Advice from a pedagogue
patronat Reporterzy.info
Does your little one invent outrageous stories, and you’re unsure how to react? Does your child tell friends that you’ve traveled the world and that your dog speaks with a human voice? A pedagogue explains how to handle such situations and avoid them in the future. The weekly Reporterzy.info is the media patron of the series.
A Socially Responsible Company. This Image Pays Off
RINF
Poles and Spaniards are the most likely in Europe to buy from socially responsible companies, according to the Global State of the Consumer Tracker report, developed in late June by Deloitte’s consulting experts.
Rising Google Ads click costs. How to keep campaigns profitable?
Patrycja Kranc
In 2024 the average cost per click (CPC) rose in 86% of industries. In e-commerce and real estate, increases reached dozens of percent. Optimisation is becoming crucial, not only for campaigns but for the entire customer acquisition process.
Online advertising 2024/2025 report by IAB Poland
KFi
Online ads now consume 57% of all budgets. Companies spent 1.62 billion PLN on video formats alone. After leaner years, the numbers are rising sharply. Digital advertising grew by 20% in a year. Traditional formats are slowly fading.
