iAds more effective than TV advertising, Nielsen finds

Nielsen is reporting, according to the results of a new survey, that Apple's iAds for Campbell's soup products were more than twice as effective as television advertising for the same product. Nielsen says that customers who saw ads for Campbell's in Apple's operating system were five times as likely to recall the brand name, and three times as likely to remember what the ad said. The iAd audience said they were likely to purchase the product five times more than the television audience.

Now, Nielsen admits that there could simply be demographic differences here -- the average television audience just may not be as engaged in the brand as the average iAd audience. But either way, results like these are good news for Apple's advertising platform, which we've heard anecdotally has been struggling a bit. Not only are developers not seeing the returns they'd like from the platform, but Apple has missed out on a few big deals with advertisers as well.

Results like these show that iAds definitely have a reason for their premium pricing, even if it is a matter of just making sure both audiences and advertisers are coming from the right angle. But premium priced products sold to a certain type of customer? Fortunately, Apple knows a little bit about how to do that.

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Source: http://adage.com/digital/article?article_id=148630

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Nielsen is reporting, according to the results of a new survey, that Apple's iAds for Campbell's soup products were more than twice as...

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pakhonesty

Measuring placements is very old school and diminishes the power of public relations to influence and change the tone of conversations about a program or business. Advertising measures response to a campaign, while PR should be focused on measurement of tone, reputation and influence. Measuring inches earened fails to show how the audience reacted or changed opinion about the issue. Advertising and earned media may result in more sales, but I think the goal of PR should be to managed the companyâ€™s reputation in such a way that it encourages loyalty, trust and a guarantee of future sales.
http://www.mysoft101.com

March 07 2011 at 9:26 AM Report abuse Permalink rate up rate down Reply

TIm

Quote from one of the comments on the original article :
"Ugh.

Anyone do the math on this?

53 million impressions.
1% clickthrough rate =
530,000 clickthroughs

Let's assume that these 53 million impressions cost only $1 million (the minimum to get in on iAds, but I'd guess it cost more than this, but it's still a stunning $18.87 [edit .. $1.887, guess that is a typo /] CPM AT BEST).

At these rates, every person that clicked on the ad would have go out and buy 1.5 cans of soup (at the generous retail price of $1.25 per) for them to break even.

I'd guess that they spent more than $1 million for all these impressions and my $1.25 should be more like $1.00. Makes me wonder a bit.

Perhaps, though it's conspicuously missing from the article, the novelty of iAds still exists so people click just to see what they're like. I'd suspect they'll be trained to ignore them soon enough.

Ugh. "