I recently provided a presentation to the Association of Medical Media on the value of new media channels. This included a reminder of the importance of content for all media brand platforms. And from our observations at Harvey Research, there is a strong correlation between the engagement of a medium’s overall edit content and ads in that medium. Generally the more appealing the magazine’s editorial content to its readers, the more impactful its ads are capable of being.
We’ve measured more than 500 digital ad units to date and early feedback begins to show the value of new electronic media for ad effectiveness and performance. For instance, we’ve measured about 200,000 ads in print publications and have a normative database average of 32% Recall Seeing and 18% Recall Reading for these ads.
This compares to website ad study results with an average of 30% Recall Seeing and 22% Recall Reading. And while early, App ad study results revealed an average of 63% Recall Seeing and 21% Recall Reading.
As you can see, we’ve found that ad recall across media platforms remains fairly consistent. Engagement is the key regardless of platform, and so far ad recall numbers in digital media hold up very well compared to traditional print ad studies we’ve done.
Contact us to learn more about how we can help you prove the effectiveness of your print and digital advertising.