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
The future of search is now. How AI is reshaping brand visibility
KFi
AI Search and Share of Voice are no longer optional marketing metrics. They’re essential. Yet only 7% of Polish companies use AI. In the new search landscape, that’s nowhere near enough. Fall behind now, and your brand could simply... vanish from the internet.
More AI bots in customer service. However, Poles want people
Andrzej Sowula
Over three quarters of Poles (75.9%) have already had contact with a bot in a customer service department and nearly one in four is satisfied with this service. This means an increase of 7.7% over the past two years. At the same time, only 8.1% of Poles fully trust the bots serving them.
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.
See articles on a similar topic:
Dietary Supplements. How to Distinguish Information from Marketing
Ewa Zygadło-Kozaczuk
Where can you find reliable information about dietary supplements, and how can you distinguish factual information from advertising? The answer is not straightforward. In fact, additional doubts arise.
Child with dyslexia. A therapist's guide for parents
patronat Reporterzy.info
Dyslexia is a specific developmental disorder affecting reading and writing abilities. It can significantly impact a child's educational and emotional development. In Poland, as well as worldwide, it is being diagnosed more frequently. [#MAMYNATORADĘ under the patronage of Reporterzy.info]
Costs of link building are way overestimated. A major analysis by Adsy
Krzysztof Fiedorek
A guest post for $45? Or maybe $4595? Price differences reach up to 100x, and the market is full of absurdity: sellers demand fortunes, buyers pay a fraction. The beauty industry costs less than literature, and Ireland beats the US hands down. Analysts at Adsy have taken a deep dive into the SEO trade.
Advertising Without Cookies. Is the Industry Ready for a Digital Revolution?
Krzysztof Fiedorek
The year 2024 was set to bring a revolution to the advertising industry as Google announced the removal of cookies in the Chrome browser for millions of users, sparking the beginning of a cookie-free era. However, Google’s change of heart surprised the market. A report on this topic was prepared by analysts from ID5.
