A Nielsen study shows iPhone users are paying attention, while TV views – eh, not so much. iAds started around 7 months ago on our iDevices and now there are effectiveness studies showing up, this one from Campbell’s (the soup maker).
People exposed to one of Campbell’s iAds were more than twice as likely to recall it than those who had seen a Campbell’s TV ad. This five-week Nielsen study showed that consumers who saw an iAd remembered Campbell’s brand five times more often than TV ad respondents and the ad’s message three times more often. iAd respondents were four times as likely to to purchase Campbell’s than the TV viewers. Users also liked the ad five times more than the TV commercial.
Now that the first iAd campaigns are over, Apple is looking for data that would convince existing customers to renew or increase their iAd exposure and grab new advertisers waiting in the wings.
Campbell’s iAd, created with agency BBDO, advertises its condensed soups, including low sodium varieties, recipes, coupons and links to download the brand’s own app. Out of 53 million impressions, 1% of users that saw the ad clicked through and spent an average of nearly one minute perusing it. Jennifer Gordon, director of global advertising for Campbell’s Soups, said the results for iAd beat the marketer’s benchmarks for static banner ads.
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 Ms. Gordon. “This does show, in really traditionally brand metric terms, that iAd really outperformed.
Ms. Gordon would not share Campbell’s budget for their iAds, but she said it was a “sizable investment” and Campbell’s biggest play in mobile to date. They are also discussing further iAd campaigns and ways to optimize efforts.
The Campbell’s brand is struggling with appearing as an old fashioned brand and Apple’s iAd program was a way to prove people wrong. “I think the combination of our news (of reduced-sodium condensed soup) and the new platform was great synergy and got people to think differently about Campbell’s,” Ms. Gordon said.
Think different … now where have we heard that before? Sounds like a great way to grab people’s ears and taste buds to buy some Campbell’s soup at the local grocery store. I still enjoy Campbell’s soup and alway will, even if an iAd is helping me out.
[via Advertising Age]
