MAGtrack, the media research company, has found that full colour ads are 19% more effective than mono ads. MAGtrack’s research found clearly identifiable patterns in the effectiveness of advertisements in relation to their size and placement within publications.
60% of respondents recall seeing DPSs, compared to 45% for single pages. Full colour ads averaged a 47% score, in comparison, mono and spot colour ads recorded a 28% score. Despite media buyers marked preference for right hand pages they only performed 4% higher than left hand pages at 42%.
Loose inserts were found to be quite successful, achieving a 41% rating. As is to be expected, readership recall declines as ad sizes decrease. Only 18% of respondents remembered having seen an eighth page advertisement.
MAGtrack: 0171 437 4337
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