NEWS18 July 2013

Time signs on for GfK MRI’s digital ad ROI metric

New business North America

US — Time Inc. has become the first magazine publisher to sign up for GfK MRI’s digital advertising measurement service.

GfK MRI Starch Digital measures the readership and effectiveness of digital advertising in consumer magazines and, to date, has measured consumer recall of, and response to, more than 75,450 digital ads across 2,200 issues of consumer magazines on Tablets, eReaders and in electronic reproductions, such as Zinio and Coverleaf.

Starch Digital provides key ROI metrics on a monthly basis for more than 17 magazine genres and 254 advertised product categories.

“The importance of understanding advertising effectiveness across all of our platforms has never been more critical,” said Caryn Klein, VP, research & insights at Time.  “With the addition of Starch Digital, we can now provide even broader insights to our advertisers about the effectiveness of their campaigns across print and tablets.”