Apple, Campbell’s Say iAds Twice as Effective as TV!

A Nielsen Study Shows iPhone Users Are Paying Attention, While TV Viewers Not so Much.

NEW YORK (AdAge.com) — It’s been seven months since the first iAds — Apple’s bid to reinvent mobile advertising — started popping up on iPhones and iPods, and now that those campaigns are over, we’re seeing the first effectiveness study, funded by Apple and one of iAd’s early adopters, Campbell’s.

The new Campbell's iPhone app
The new Campbell’s iPhone app

In it, is a fairly big claim: Those exposed to one of Campbell’s iAds were more than twice as likely to recall it than those who had seen a TV ad. Indeed the five-week study, conducted by Nielsen, showed that consumers shown an iAd remembered the brand “Campbell’s” five times more often than TV ad respondents and the ad messaging three times more often.

IAd respondents said they intended to purchase Campbell’s four times more than the TV group and that they liked the ad five times more. TV and mobile audiences were queried separately in mobile and online surveys. The TV audiences were part of Nielsen’s panel, while mobile users were recruited within various apps.

Now that the first iAd campaigns are over, Apple is looking for data that would persuade existing marketers to renew or increase their initial investment as well as win over new advertisers standing on the sidelines. The problem Apple is facing is for their high cost of entry — a reported $1 million minimum for first-run advertisers — many other options exist for mobile advertising, including rich-media competitors like Medialets that look and feel a lot like an iAd.

Read more….

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