New Ads Among Top Mobile Phone Ads for Year, but Samsung Galaxy S III Ads Spoofing iPhone Launch Lines Score Too
MOUNTAIN VIEW, Calif. – Ace Metrix®, the new standard in analytics for television and video advertisers, revealed that the new ads for the iPhone 5 performed extremely well among U.S. TV viewers. The top two iPhone ads – one that portrays the new panoramic photo feature and another that reveals the new headphones – ranked among the top three mobile phone ads year-to-date. Those ads out-performed their two counterparts from Samsung which mixed Galaxy S III features with a playful spoof of the Apple fanboy lines.
“While they are still neck and neck with Samsung from ad effectiveness perspective in the mobile phone category, Apple’s performance in promoting the iPhone 5 was an improvement vs. many of the recent celebrity efforts for Siri,” said Peter Daboll, CEO of Ace Metrix. “However, the iPhone ‘launch’ ads almost always perform well – part of the ‘i-phoria’ that accompanies these new product introductions.”
Most Effective Mobile Phone Ads of 2012 to Date*
(New Ads Shown in Bold Print)
| Brand | Ad Title | 1st Air Date | Ace Score | |||
| Samsung Galaxy Note: Wireless Phone / Tablet | The Best Of A Phone And Tablet :60 | 2/22/12 | 686 | |||
| Apple iPhone 5 : Wireless Phones | Pictures Made Bigger | 9/21/12 | 672 | |||
| Apple iPhone 5 : Wireless Phones | Shaped to Fit the Ears | 9/21/12 | 668 | |||
| Apple iPhone 4s : Wireless Phones | Zooey Deschanel: It’s Raining | 4/16/12 | 653 | |||
| Samsung Galaxy S III : Wireless Phones | It’s Here | 9/19/12 | 647 | |||
| Apple iPhone 4s : Wireless Phones | Samuel L. Jackson: Canceling Golf | 4/16/12 | 645 | |||
| Samsung Galaxy Note : Wireless Phones | A Poet: Sarah Kay | 4/16/12 | 636 | |||
| Samsung Galaxy Note : Wireless Phones | The Best of Both Tablet and Phone :30 | 4/14/12 | 631 | |||
| Samsung Galaxy S III : Wireless Phones | Man Takes Multiple Photos | 7/10/12 | 629 | |||
| Apple iPhone 5 : Wireless Phones | Fit To Screen Thumbs | 9/21/12 | 627 | |||
| Samsung Galaxy S III | Samsung 3GS | 9/19/12 | 627 | |||
*Definition: The Ace Score is the measure of ad’s creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience. The results are presented on a scale of 1-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc. The above list represents the highest scoring mobile device ads from 1/1/12 through 9/21/12.
New Apple Ads Perform Very Well with Young Women
While the new iPhone ads appealed across demographic breaks, they performed particularly well with younger women, especially wealthier females. In addition, the panoramic camera ad appealed heavily to moms, while the other three ads skewed more heavily to a younger audience.
“I thought this ad was pretty cool. I never knew before I saw it that the iPhone could take a picture that long, and I think it’s a very good option because I’ve had problems when I haven’t been able to fit everything I want to into a picture,” said one under-40 mom from the Northeast.
Samsung Galaxy S III Holds Its Own
While not capturing quite the thunder of the iPhone ads, the Samsung Galaxy ads (a 1:30 version and a :30 ) did well with all demographics as it poked fun at people waiting in line for the iPhone.
“Really nice ad, Love it and I am an iPhone User,” said an upper income mom from the South.
While some viewers didn’t like the swipe at Apple, most viewers enjoyed it. In fact, the two Samsung ads had more consistent scores across all demos vs. the new iPhone spots.
One single male respondent from the Northeast said: “Go Samsung, don’t let Apple break your will!!”
Sprint Sponsors Highest-Scoring iPhone 5 Ad
Interestingly, Sprint sponsored the panoramic camera ad that earned the highest Ace Score. Verizon sponsored the second-most effective iPhone 5 ad, which touted the new headphones, and AT&T was associated with the 3rd / 4th place ads, featuring Thumbs and the Laws of Physics.
About Ace Metrix
Ace Metrix® is the new standard in television and video analytics, dedicated to delivering better, faster, and more cost-effective solutions for evaluating video advertising within competitive context. Through the Ace Metrix LIVE™ platform, companies can now access timely, actionable data wherever, whenever they need to, enabling real-time advertising campaign optimization. Combining leading edge technology and patent pending methodology, Ace Metrix is revolutionizing the way marketers measure themselves and their competitive landscape. The company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures, and WPP.
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