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... News UK may have originally set out to disprove certain preconceptions about the difference between print and digital ads, but Abba Newbery, director of ad strategy for the company felt it was perhaps pricing that needed to change.
“This research challenges the common held belief in our industry that people behave differently based on which platform they are consuming content. What it actually shows is that behaviour is driven by content and not platform,” she said.“
If memory encoding for ads on print and tablet are the same despite people spending shorter time on tablet ads then maybe news brands should be charging the same?”...
Mobile and print-based advertising may serve to slightly contrasting audiences, but there are similarities in how the readers of each platform react to marketing.