Advertising perception on iPad adapted press. A comparative study on iPad and newspaper editions

This article reports a study about users’ perceptions of printed newspaper´s advertising versus the adapted one to the digital tablet (iPad). This paper compares the recall, visibility and rejection levels of ads on the tablet and on printed press. Aim is to identify most effective advertising formats for the digital tablet, considering the specificities of use, interactivity and size. The study bases on the advertising Apps perception, especially those with a minor level of interactivity. Many newspapers for tablet use enriched versions of the paper and incorporate links or photos and videos instead of doing a specific application for these devices. Therefore, this study is about those derivatives of the habitual ones formats in web and newspapers. Results show that nowadays there´s no significant difference in the way the user/reader perceives this kind of advertising formats.