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Adobe Research Find iPad readers pretty love Ads

The test studied readers between ages 18 and 32, and had them view print and iPad versions of advertisements featured in a past issue of a digital magazine. Participants were asked to rank their perceived interactivity, engagement, message involvement, attitude toward the adds, and purchase intent. Participants ranked ads in each category from a score of one to nine. Interactive ads on the iPad carried a purchase intent significantly higher than their static counterparts, as the interactive ads earned a score of 3.98, compared to just 2.50 for print.

Publishers are said to be anxiously awaiting the ability to offer recurring subscriptions on the App Store for iPad versions of their magazines. Currently, publishers must make due with a pay-per-issue approach, something they believe has hurt sales. Like Adobe, Apple has bet in the interactive advertising market potential on the iPad with its own mobile advertising network dubbed iAds. The iAd network on the iPad launched in late 2010 with just one advertisement, but is expected to significantly expand in 2011.

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