The project has been launched as brands eye the growing popularity of iPads and other tablet devices and seek more insight into what ads on the platforms can achieve.
It has been co-funded by a number of WPP clients and the findings will be available to them by mid-August this year.
The research will be wide-ranging and look at the effectiveness of running campaigns on tablets in comparison to traditional media, such as newspapers.
In particular, it will examine issues such as consumer dwell time, click-through rates and consumer tolerance to volume of ads.
Paul Hayes, managing director of News International Commercial, said: "This is the first major piece of research that measures the effectiveness of advertising across both the tablet and newspaper. The project has been co funded by a number of clients and is a reflection of our commitment to this evolving platform."
Earlier this year, it was revealed that Apple was struggling to convince brands of the value of advertising on its iAd format.
Apple slashed the threshold to run campaigns via iAd - its ad format for the iPhone and iPad - by nearly 50% from £615,000 at launch to £325,000.
On 1 July, News International and Haymarket, publisher of Media Week, are co-hosting .
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