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Apple, Campbell's fund study saying iAd beats TV

updated 12:00 pm EST, Thu February 3, 2011

Ad network's first effectiveness report

iAd is a potentially much more effective ad medium than TV, the first effectiveness study of the format suggests. Conducted by Nielsen but funded by Apple and Campbell's, the five-week analysis claims that people who saw one of Campbell's iAds were twice as likely to remember it as they were a TV spot. The Campbell's brand was recalled five times more often by iAd viewers versus people exposed to TV ads, although the actual message from an iAd was remembered just three times more.

The iAd group was allegedly four times more likely to buy Campbell's than their TV counterparts, and enjoyed the ad itself five times more. Nielsen notes that the TV and iOS audiences were tested separately. While the former were a part of Nielsen's panel, the latter were recruited from within an assortment of apps.

Advertising Age remarks that Apple is likely hoping to use the study to win over new advertisers, or convince existing ones to renew. Apple is believed to be setting high barriers for its ad network, requiring a $1 million investment for first-run marketers. Both costs and delays are known to have taken a toll on the iAd program, with high-profile clients like Adidas and Chanel dropping out. In some instances Apple may be bending the $1 million rule to get companies onboard.

Also, while Campbell's says it is pleased by iAd results so far, it adds that the study was simply meant to validate the medium; it may not therefore signify a shift away from TV ads. Ad Age points out that the two platforms may have entirely different demographics. The iAd test group was skewed towards the ages, genders and incomes of iPhone and iPod buyers, whereas the TV group consisted of a general audience.






by MacNN Staff

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Comments

  1. testudo

    Joined: Dec 1969

    -2

    What????

    An Apple funded study of iAd vs. traditional TV ad models shows Apple's iAd is better? OMG! No one could see this coming.

    TV is so dead! h***, I'm surprised half the cable companies haven't announced bankruptcy proceedings yet!

  1. iphonerulez

    Joined: Dec 1969

    -3

    Yeah, it's a useless study...

    iAd will either make money or it won't. I'll give it another six months using some unbiased data. I wonder if AdMob is doing much better.

  1. TRRosen

    Joined: Dec 1969

    +2

    obvious

    Makes sense. iAds are are far more engaging then TV and the iPhone/iPad experience is far more intiment. The per view impression is going too be much stronger.

    The question then is how many views per dollar do you get with iAd compared to TV.

  1. c4rlob

    Joined: Dec 1969

    +1

    Interesting brand result

    I would think a general TV audience would be more interested in an ad about Campbell's soup than the typical younger and more affluent iOS user right? If you can get a less friendly audience to show higher favorability and recall that would seem to be a significant result - but who knows.

  1. testudo

    Joined: Dec 1969

    +1

    Re: obvious

    Makes sense. iAds are are far more engaging then TV and the iPhone/iPad experience is far more intiment. The per view impression is going too be much stronger.

    I don't know. Never seen an 'iAd'. But current iAds are only more 'engaging' because Apple has been very specific about what ads it carries and what the content is (they're basically acting as an ad-agency, not just delivering ads). This is fine for the limited use iAd is in now. But either iAd is going to just stay "large advertiser with fancy ads that cost hundreds of thousands to produce", or it's going to be an ad service like adMob, pushing ads for all sorts of products and the like. Are they going to be making all those ads 'engaging' as well?

  1. testudo

    Joined: Dec 1969

    -2

    oh

    The demographics completely different. The TV audience was your general TV audience, polled by Nielsen. The iAd audience was selected from a group of app users.

    So you've got two different activities (TV watching vs. App using), with two different sets of people seeing two different ads.

    What if they showed the 'iAd' version of the campbell's ad on regular TV? What about the crappy TV commercial in the middle of the iOS app?

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