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
AI will take up to 70% of traffic from online stores. TrustMate Report
KFi
There is a quiet but radical change happening online. Traditional SEO, which for decades determined brand visibility, is losing its relevance. Now, it's no longer search engines that define a company’s online presence, but generative artificial intelligence.
How to find topics for communication
Aleksander Pawzun
"We have nothing to say" is a phrase heard all too often. Yet practice shows that every business has the potential to tell stories. You just need to learn how to spot them and turn them into content that appeals to your audience.
How to reduce food waste? Packaging design matters
KFi
Researchers from China have proven that visual packaging elements and consistent messaging can be effective tools in the fight against global food waste. They published research results showing that designers and marketers can make a real difference.
See articles on a similar topic:
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.
Predictive Analytics in Ads. Customer Doesn’t Know Yet, But Ad Does
Krzysztof Fiedorek
Artificial intelligence is changing the rules of marketing. Predicting customer behaviors through advanced AI algorithms and making data-driven decisions is already the present. The report "The State of AI," published by McKinsey, shows the impact this will have on the advertising and marketing industry.
Modern Mobile Communication. How Companies Build Loyalty by Phone
KFi
Companies can no longer treat mobile communication channels as a side element of their operations. An effective mobile strategy is becoming a cornerstone of customer contact, a tool for improving service, and a way to optimize internal processes. If they know how to use it.
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.
