Study finds iAds more effective than TV advertising

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Study finds iAds more effective than TV advertising

The results of a new study by Nielsen show Apple’s iAd to be more effective than traditional TV advertising, according to an AdAge report. The five-week study, funded by Apple and Campbell’s, found that those exposed to one of the soup-maker’s iAds were more than twice as likely to recall it than those who had viewed a traditional TV ad. In addition, iAd viewers were five times more likely to remember the brand “Campbell’s,” three times more likely to remember the ad messaging, and four times more likely to buy one of the brand’s products than their TV ad-viewing counterparts. “We have a lot of data that goes many years back for TV print, out of home and radio, but we’re searching for more validated metrics in mobile,” said Jennifer Gordon, director of global advertising for Campbell’s Soups. “This does show, in really traditionally brand metric terms, that iAd really outperformed.” According to the report, the TV and mobile audiences were queried separately via mobile and online surveys, conducted with members of Nielsen’s panel and recruits from various apps, respectively.

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Comments

1

I think it is because while people are using their phones, they are more engaged in what is on phone because of the apps. With a commercial people are really just killing time waiting for their show to come back on. Interesting study. Nice post.

Steven Wilson
MySocialMania iPhone App

Posted by Steven Wilson on February 3, 2011 at 12:03 PM (PST)

2

@1: It’s also that people haven’t had the time and self-training to tune out the noise. Give it time, people will be as immune to iAds as they are to any other advertising type.

Posted by Code Monkey in Midstate New York on February 3, 2011 at 2:06 PM (PST)

3

I am a DVR kind of guy. I rarely watch a show in real time anymore. The reason is twofold. 1) I am running my daughters around to their various activities, and 2) I hate (most) commercials. I will say that I tend to watch the Super Bowl commercials because companies tend to but a little extra thought into them. They can be entertaining.

With that said, I have clicked on many iAds. Maybe it is just the initial curiosity. Maybe it has been that a few have actually been kind of cool and interactive. But whatever the reason, I can see that I will do this less and less as time goes on. Sure, they are in my peripheral and draw my gaze on occasion. But I have already started to do just as Code Monkey said…“tune out the noise”.

As long as mobile advertisers keep making interactive iAds, I think they will still get a fair amount of hits. But I do think this will lessen after the initial jump from the wave of Verizon iPhone users.

Posted by Mitch on February 5, 2011 at 5:43 AM (PST)

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