Over half of consumers who read a magazine advert on their tablet or e-reader interact with it, according to new research.
A GfK MRI Starch Digital study found that 55% of digital magazine readers noted or read a digital advertisement on their device.
Among those who noted an ad, 52% took an interactive action as a result and the most common interaction was touching or clicking the ad to expand it at 38%.
Mickey Galin, EVP Research at GfK MRI, said: “Many decades of consumer research have shown that print magazines are a very engaging advertising medium and this is clearly true for digital magazines as well.
“What’s exciting is that we’re now able to quantify the specific ways readers engage with digital magazine ads.”
The study also found that when viewing a multi-page ad, more than one-third of readers look beyond the first page of the ad to view two or more pages, more than one third access a website via the ad.
The research covered more than 30,000 digital ads across 1,000 magazine issues.