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19.02.2018 Marketing and PR

Contextual Advertising in Print Media. PBC Measured Its Effectiveness

BARD

Print advertising, when placed in the appropriate editorial context, attracts 67% more attention than ads in other sections, according to research conducted for Polskie Badania Czytelnictwa (PBC). Contextual ads hold the reader’s gaze longer and engage them more deeply.
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Contextual Advertising in Print Mediasource: PBC

The 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.


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Contextual Advertising in Print Media. PBC Measured Its Effectiveness

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Print advertising, when placed in the appropriate editorial context, attracts 67% more attention than ads in other sections, according to research conducted for Polskie Badania Czytelnictwa (PBC). Contextual ads hold the reader’s gaze longer and engage them more deeply.

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