The Dynamics of Reader Response on Digital Ads

By Lars Ørhøj | Sep 02 2014 | Insights

Visiolink has recently carried out two studies related to ad performance in digital newspapers.

Study #1 - Does creative and dynamic ad design have an effect?

The first research study was conducted together with the University of Aarhus, Business and Social Sciences, and Jyllands-Posten, where the focus was on the effect of different creative ad formats in the AUTHENTIC e-paper.

We injected four different ad formats as interstitials into the Jyllands-Posten digital newspaper; one format was static, two were dynamic, and the last was interactive. The respondents were asked to read the first section of Jyllands-Posten for 10 minutes, which was followed by an interviewer-conducted quantitative survey. The survey contained questions about the ability to recall the interstitial ads as well as ads from the printed paper, scoring the ads on different parameters.
The data was collected as a hall test in one of the largest shopping malls in the city of Aarhus during ten days in June. Two hundred and fifty respondents participated in the 20-minute long test of different ad types.

Study #2 - Does the effect of ads change in different digital newspaper layouts?

The second study took place in cooperation with the University of Southern Denmark, Marketing and Management and Fyens Stiftstidende. Here the focus was ad performance in different e-paper formats, being Visiolink’s AUTHENTIC and DYNAMIC products.

This was a qualitative study where 20 participants were divided into two groups. The first group read, and were interviewed regarding, the AUTHENTIC e-paper, and the second group read, and were interviewed regarding, the DYNAMIC template-based e-paper. The interview with participants from both groups lasted around two hours, and included questions regarding the overall perception of the paper and their perception of the different ads in the paper.

The results of both studies are expected to be ready by mid-September 2014.

We will also offer the results via this blog, so sign up now to follow the latest research regarding ads in digital newspapers.


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Lars Ørhøj


Lars Ørhøj

Lars is Visiolink's Chief Marketing Office and an avid a cappella singer in the world acclaimed Danish choir Vocal Line. He has been a part of the media world for over 30 years.