Tablet ads outpacing traditional print versions

TabTimes reporting:
"The ads that appear in iPads and digital tablets seem to be outpacing and outperforming the traditional printed versions of the ads," said Robinson. "The recall is higher but the action scores--to make a purchase, go to a link, click to download an app--are much higher due to the interactivity of the tablet environment," he said. "Digital obviously offers more opportunities to respond with the interactivity, the links built in, the videos, and that is directly reflected in the fact that we're getting higher reader ad effectiveness scores on the digital side," Robinson said.

Affinity also tracks the performance of different types of ads. "It always comes back to the creative," Robinson said. "Ads with 360-degree views (where the reader rotates the tablet to get different views of a car, for example) seem to be pacing at a higher rate of recall for all digital ads, which is also outpacing all print ads. Videos and photo galleries also do well on the action questions we ask," he said.
"The question is, is this a honeymoon effect or is this a trend over time. As tablets become mainstream, will those recall and action scores continue to skew higher?" he said.
http://tabtimes.com/feature/marketing/2012/01/06/tablet-advertising-are-ads-run-ipad-and-other-tablets-more-effective