©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
eMedia Vitals, 1/24/11
A new study commissioned by Adobe found that ads in digital magazines outperformed static ads by as much as 70 percent in areas such as engagement, attitude and purchase intent.
The study, performed by Dr. Alex Wang from the University of Connecticut, tested ads in digital and print editions of Wired magazine. The study group comprised 65 consumers between 18-32 years old. Participants viewed either a print version of Wired or the Wired app on an iPad. Participants were asked to browse a section of the magazine that included seven ads, and were also asked to review a specific ad.