ipad advertising Eye Tracking of Sköna Hem and DN Bonnier

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1 ipad advertising Eye Tracking of Sköna Hem and DN Bonnier February/March 2011

2 ipad adds! - an EyeTracking study on ipad advertising How does advertising in ipads really work? Does it work like print advertising or Internet advertising? Or is it a completely new behavior? Creating platform for effective advertising: Understand how readers consume an ipad publication by mapping: The extent to which consumers notice ads How consumers interact with ads

3 ipad adds! - an EyeTracking study on ipad advertising A qualitative EyeTracking study: The study is conducted with a qualitative approach in four different test groups; Sköna Hem print, Sköna Hem ipad, DN print and DN ipad 12 persons per test group has The study was made in three steps: Spontaneous reading Navigate a specific ad Interview/questionairre

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5 The bottlenecks of the information process Perception & attention Cognition & emotion Memory & activation To see and spend time on! To understand and feel! To remember and be affected!

6 The bottlenecks of the information process Sets floor and ceiling for possible effect Perception & uppmärksamhet attention Cognition & emotion Memory & activation To see and spend time on! To understand and feel! To remember and be affected!

7 It s all about time! Focus of study Perception & uppmärksamhet Attention: Too see a prerequisite to effect Kognition & emotion Spend time: Time creates memory Minne & aktivering Activate: Strong memories increases probability to acitvation To see and spend time on! To understand and feel! To remember and be affected!

8 ipad adds stopping power and gives more time with the reader

9 Respondents spends more time per page in ipad compared to print 25 Seconds Average time per page (Average for DN/Sköna Hem resp. DN+/Sköna Hem+) % 21, ,5 On average respondents spends 35% more time on an ipad-page compared to print. The largest differences are found in Sköna Hem Print ipad

10 which also reflects in time on ads Seconds Average time on ads (Average on eight print and eight ipad ads published in DN or Sköna Hem) +64% On average respondents spend more than 60% longer time on an ad in the ipad-versionen of the title compared to print. Largest difference in Sköna Hem ,5 0 Print ipad Compared to Internet ads : <1 second *) *) MRC International benchmark database; Internet ads on first scrolll

11 ipad increases visibility

12 Probability to make contact increases in ipad Average chance-to-be-seen (Average on eight print and eight ipad ads published in DN or Sköna Hem) 120% 100% +21% 100% 80% 83% On average the probability to see an ad increases by more than 20% in the ipadversion compared to print. Largest difference in DN 60% 40% 20% 0% Print ipad Compared to Internet ads: 74 % *) *) MRC International benchmark database; Internet ads on first scrolll

13 Interactivity in ipadadvertising adds value

14 Many finds the interactive ads to be a positive element Sköna Hem+ Spontaneous comments Super. The combination text + video gets the message across strongly, i.e. I remember the ad to a greater extent with the help of the video Enlivens the magazine in full Fun, new approach Good, fun to be able to get more info if you are interested

15 Many finds the interactive ads to be a positive element DN+ Spontaneous comments Fun with a video sequence. Becomes a bit like a TVcommercial break. On an ordinary laptop I rarely click on the ads but here it becomes more natural. Triggers interaction Fun with this type of ads if they are well produced and if there is the possibility to shut off/pause Fun idea, great with more options. Newspaper ad and TV-commercial in combination

16 The possibility to interactivity in ipad advertising is perceived to add value and increase possibility to read the message Average attitude toward interactivity (Average on eight print and eight ipad ads published in DN or Sköna Hem) The ad s interactivity 100% 80% The statements most respondents agree to when it comes to interactivity in ads are that it makes it more interesting, ads value and increases possibility to read the ad s message 60% 40% 20% 58% 42% 46% 0% makes the ad gör annonsen more interesting intressantare adds value adderar värde makes it more likely gör mig mer I ll read the ad s benägen att ta del av message budskapet

17 ipad adderar! ipad adderar TID Längre tid både på redaktionellt och kommersiellt ipad adderar SYNLIGHET Större sannolikhet att se t.ex. en annons ipad adderar MERVÄRDE Läsarna gillar mediets möjlighet till interaktivitet

18 With a global network of strategic partners we have the capacity to set up global studies for data collection through well proven, cost efficient and entirely objective procedures. Our tests and reports help companies to better understand their audience and to catch their audiences attention with greater efficiency and accuracy. info@mrc-intl.com