A new and interesting report recently released by GfK MRI Starch Advertising noted that Tablet ads are more powerful than ads found on e-readers like Kindle and Kobo.
This new report indicates that 55% of US consumers who use Tablets to read magazines noted seeing an ad, in comparison to 41% of e-readers. These report findings are based on interviews conducted with 7,000 magazine readers, Tablets and e-readers, between May and June.
This report also suggests that consumers are more likely to interact with tablet ads than with e-reader ads. 23% of respondents using Tablets noted they accessed a website via an ad while reading, 9% accessed multiple pages of ad content, and 8% actually watched an embedded video on a website.
These findings are quite surprising in comparison to those using e-readers. Only 1% of respondents who viewed magazines with e-readers actually viewed an ad.
Starch Advertising noted in their findings that ads on e-readers typically had fewer incentive features than those on tablets. This report also notes that tablet advertising is more capable of driving stronger customer engagement among users.
These findings provide an important framework for companies looking to advertise on Tablets.