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.