Will Samsung’s Marketing Dominance Impact iPad’s Market Leadership?
MOUNTAIN VIEW, Calif. – Ace Metrix®, the new standard in analytics for television and video advertisers, announced the top tablet ads year-to-date, a list dominated by Samsung, who introduced two new ads in the last two weeks that both achieved Ace Metrix “Ad of the Week” status. These two new ads further seal Samsung’s dominance of the tablet Ad of the Year ranking thus far, in which Samsung holds six of the top 10 spots; Google’s Nexus 7 holds two; Kindle holds two; and iPad is conspicuously absent.
| Most Effective Tablet Ads of 2012 to Date* | ||||||||||||
| 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 | |||||||||
| Samsung Galaxy Note 10.1: Tablet Computer | Plan and Create a New Way :30 | 9/12/12 | 672 | |||||||||
| Samsung Galaxy Note 10.1: Tablet Computer | New Way To Create | 9/3/12 | 663 | |||||||||
| Google Nexus 7 Tablet | Camping | 7/25/12 | 662 | |||||||||
| Google Nexus 7: Tablet Computer | Things You Can Do on a Tablet | 8/29/12 | 651 | |||||||||
| Kindle Fire | Rules Of Fire v2 | 4/26/12 | 648 | |||||||||
| Samsung Galaxy Note 10.1: Tablet Computer | Plan and Create a New Way :15 | 9/13/12 | 646 | |||||||||
| Samsung Galaxy Note: Wireless Phones/ Tablet | A Poet: Sarah Kay | 4/16/12 | 636 | |||||||||
| Kindle Fire | New Normal | 9/17/12 | 635 | |||||||||
| Samsung Galaxy Note: Wireless Phone/ Tablet | The Best of Both Tablet and Phone :30 | 4/14/12 | 631 | |||||||||
*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 tablet ads for this 2012 through 9/17/12.
“We are entering an advertising inflection point in the tablet wars,” said Peter Daboll, CEO of Ace Metrix. “The category is still growing rapidly, unlike Smartphones, and is fueled by upgrades from first generation tablets—a new crop of lower-priced options that sport similar functionality to the market-leading iPad. Apple is faced with a real challenge in how to differentiate and articulate its benefits, like a retina display, for example. Continuing to differentiate from the competitors will define this year’s holiday shopping season.”
Google and Kindle Muscle Up in Last 30 Days
Also putting significant marketing muscle behind their tablet in the last month is Google, who aired four new ads for the Nexus 7 in the last 30 days, one of which ranks within the year’s top tablet ads. In addition, Kindle has broken five new ads this year, the most recent of which broke on September 17 and ranked among the top 10 for the year along with another Kindle ad that broke in April.
iPad and Nook Conspicuously Absent from Rankings
Notably absent from the top tablet ads list is the iPad, which aired its last ad at the beginning of August. Apple’s most effective ad so far this year entitled “Do it More Beautifully” achieved an Ace Score of 627 and a Change score of 670, which is 26 points lower than the lowest Change score on the Top 10 list. The highest Change score (which is associated with the highest scoring ad) is 68 points higher than the same Apple iPad Change score.
“The key to the success of these ads is the demonstration of new, exciting features that consumers have never seen before. For example, Samsung demonstrates multi-tasking, use of a stylus, etc.—all contributors to big ‘Change’ scores, a critical Ace Metrix indicator that consumers’ opinions are changing about a brand,” Daboll commented.
In addition to iPad, Nook is also noticeably absent from the rankings, despite its six new ads in 2012, the most effective of which broke in May with an Ace Score of only 582.
Consumer Commentary Shows that Opinions are Changing about Tablets
Said one Caucasian Female from the South, aged 35-49, “This ad got my attention particularly because I’ll be in the market for a new tablet around Christmastime. In a few seconds, they showed several important/ useful applications. I will be looking further at the Samsung Galaxy.”
An African-American male, aged 35-49 from the Northeast said, “I am soon to be in the market for a tablet and this product seems to give me an alternative to the Apple iPad that would suit my needs and wants.”
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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