Dive Brief: 

• A study from GfK shows that recall for ads in the tablet versions of magazines was at 52% —​ about the same as recall rates for print edition ads. 
• Readers tended to respond favorably to tablet ads, with 62% of readers giving tablet ads high marks on statements like whether their interactive features help them learn about products and services or that they read the publication as much for the ads as for the editorial. 
• The results came from a study of 29,000 ads in 805 tablet issues published in 2013 and an online survey about recall. 

Dive Insight: 

The results can be interpreted several ways. On one side, it's great that tablet ads are staying on par with print ads in recall. On the other, tablet ads have more interactive features that — in theory — should improve recall, but it doesn't seem to be that way. That being said, the survey does seem to suggest that while recall is about the same, when readers did interact with the ads, it helped them understand more about the brand and offered enough value to say they read the magazine for the ads as much as editorial. It may not matter as much if recall is high if tablet magazine readers are making deeper connections with the ads.