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Apple iAds twice as effective as TV ads for Campbell's Soups

post #1 of 30
Thread Starter 
A Nielsen advertising effectiveness study commissioned by Apple and Campbell's Soups to evaluate the soup brand's iAd campaign said viewers were twice as likely to recall seeing it, three times as likely to remember the ad message and five times as likely to remember the brand as viewers who saw it on TV.

Those who experienced the Campbell's iAd were also four times as likely to express an intent to buy the product, and said they liked the ad five times more than those who had seen the campaign on TV, according to a report by Advertising Age.

Jennifer Gordon, the director of global advertising for Campbell's, added that Apple's iAds had also exceeded the firm's expectations for static online 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," Gordon said in the report. "This does show, in really traditionally brand metric terms, that iAd really outperformed."

In August, Nissan similarly reported that iAds generated five times the interest of traditional online display ads, while Unilever also reported success for its Dove brand iAd campaign.

App developers have also reported that iAds have greatly increased their returns from ads, with Dictionary.com saying it could now charge 177 percent more from advertisers, and CBS Mobile similarly reporting very high CPM rates for its iOS apps, thanks to iAd.



iAds effective through interaction

While the effectiveness of iAds may be related in part to their exclusively targeting a more affluent demographic of early adopters (as iAds are only visible on Apple's iPhone, iPod touch and iPad), another clear aspect of their effectiveness is the use of a directly interactive experience that the user directs and thinks about, rather than just passively seeing on TV or in a banner ad next to the content they are focusing on.

Campbell's iAd presents its soup products not just in attractive pictures, but with incorporated in interactive mini-games, along with a message about how the brand's soups offer variety, reduced sodium levels, and how they can be used in recipes to prepare quick meals.

John Faulkner, the director of brand communications at Campbell's, told Mobile Marketer "iAd is one of the tools we are using this year to disrupt people's perceptions, bring soup to front-of-mind and celebrate all that is new about Campbells condensed soup.

iAd less than a year old

Apple set out to change how mobile ads would work last year after buying Quattro Wireless just one year ago for an estimated $275 million.

The company then unveiled iAd along with iOS 4.0 in April, describing it as "a new form of mobile advertising designed by Apple to deliver the interaction and emotion currently lacking in the mobile space."

Apple's chief executive Steve Jobs described existing mobile ads as ineffective, pointing out at the time that "if you look at advertisements on a phone, it's not like on a desktop. On a desktop, its about search. On mobile, search hasn't happened. People aren't searching on their phones. People are spending their time in apps."

Departing from the rest of the industry, Apple launched iAd as an opt in experience that is presented within apps rather than jumping users out of the app to a web browser as conventional banner ads do. Jobs described iAd as being built in HTML5, and Apple has since delivered a graphical iAd Producer tool for building animated, interactive ads using web standards.

Observers have noted that building iAds in HTML5 enables Apple to effectively encapsulate the ad experiences without the security aspects of delivering full mini-apps built in native Cocoa, making it less likely for an advertiser's inadvertent bug to threaten the functionality or expose the data of a third party app it might appear in.

That design, requiring OS level support for an embedded browser, also makes iAd harder for other ad networks to copy. However, a variety of mobile advertising networks are working to duplicate the essential concept of delivering immersive ad experiences that users would actually be attracted to peruse.
post #2 of 30
People really click on these things or are these results based on people who were required to click on these things? Either way it makes iAd look good to advertisers and it speaks to the effectiveness of interacting with something for a few seconds.

"iAd, the superior method for distorting people's perceptions to suit your brand". JK
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turtles all the way up and turtles all the way down... infinite context means infinite possibility
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post #3 of 30
They're pretty amazingly ineffective for me.

Jailbreak + adblocker does wonders for that. I never see them.
post #4 of 30
I spent an hour or so with the new Daily magazine which is chock full of iAds. Those are the first iAds I have encountered so far. Now I am convinced that the new NC data center is probably needed to deliver these ads. The ones I played with were slow to load very jerky with lots of dropped frames and stalled out completely quite often. The ads also are poorly designed and the navigation sometimes less than intuitive. Looks like coders trying to produce TV ads. Not very polished at all. I was not impressed.

Edit: corrected below not iAds

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post #5 of 30
I didn't even know Campbell advertised.

Apple should pick a better benchmark for measuring iAd's effectiveness. Consumer staples are pretty low on the economic food chain (no pun intended).
post #6 of 30
Sigh, another weasel "Apple is the best, nobody else can compare blah blah blah" article. Tell me, have you ever posted anything related to actual Apple news such as product rumors instead of constantly boasting about their profits and/or statistics against their competition? Or course not.
post #7 of 30
Quote:
Originally Posted by HahaHaha321 View Post

Sigh, another weasel "Apple is the best, nobody else can compare blah blah blah" article. Tell me, have you ever posted anything related to actual Apple news such as product rumors instead of constantly boasting about their profits and/or statistics against their competition? Or course not.

Sigh, another weasel "Apple is crap, they are overpriced, they are doomed, they are raping us blah blah blah” troll comment. Tell me, have you ever posted anything related to the actual article that wasn’t an anti-Apple rhetoric instead of constantly claiming that any success is wrought with evil and any failures are because of these inherent evils you claim when they are successful? Or course not.
post #8 of 30
Quote:
Originally Posted by HahaHaha321 View Post

Tell me, have you ever posted anything related to actual Apple news such as product rumors instead of constantly boasting about their profits and/or statistics against their competition?

ROTFLMAO.

Do you have any concept of what 'news' is? Hint: rumors aren't news.
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Gatorguy 5/31/13
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"I'm way over my head when it comes to technical issues like this"
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post #9 of 30
I think that Apple understands the power of good advertising as those who were around and saw the 1984 Mac ad will attest to.
post #10 of 30
Quote:
Originally Posted by Logisticaldron View Post

anti-Apple rhetoric

I seriously LOLd at that.

Anyway, I never said I was anti Apple. I do think Apple is the best. Why the hell do you think I registered here? Thing is, people don't need to be beaten in the head with it. And the stupid commentary DED makes against other manufacturers is just laughable, not to mention douche-infested. His articles always have a defensive undertone to them. What is he trying to prove? Nothing. Because there is nothing to prove.
post #11 of 30
Quote:
Originally Posted by HahaHaha321 View Post

Sigh, another weasel "Apple is the best, nobody else can compare blah blah blah" article. Tell me, have you ever posted anything related to actual Apple news such as product rumors instead of constantly boasting about their profits and/or statistics against their competition? Or course not.


Since when rumour is news? Are you that young and naive?

FYI, DED is just one of the writers whom all have their own specialty on what scope to write. That's why they are pooled together here. If you want to read just one news, do read 'Knitting Weekly' or something..

Quote:
Originally Posted by Logisticaldron View Post

Sigh, another weasel "Apple is crap, they are overpriced, they are doomed, they are raping us blah blah blah troll comment. Tell me, have you ever posted anything related to the actual article that wasnt an anti-Apple rhetoric instead of constantly claiming that any success is wrought with evil and any failures are because of these inherent evils you claim when they are successful? Or course not.


I don't think he has, ever...



There fixed it for you lots.
post #12 of 30
Quote:
Originally Posted by mstone View Post

I spent an hour or so with the new Daily magazine which is chock full of iAds. Those are the first iAds I have encountered so far. Now I am convinced that the new NC data center is probably needed to deliver these ads. The ones I played with were slow to load very jerky with lots of dropped frames and stalled out completely quite often. The ads also are poorly designed and the navigation sometimes less than intuitive. Looks like coders trying to produce TV ads. Not very polished at all. I was not impressed.

As far as I know, The Daily is not running iAds:
http://www.businessinsider.com/the-d...es-iads-2011-1
post #13 of 30
Quote:
Originally Posted by DarkVader View Post

They're pretty amazingly ineffective for me.

Jailbreak + adblocker does wonders for that. I never see them.

No doubt you're not within the demographic advertisers are targeting.

"Let's sell to people who don't buy things!" brilliant.
post #14 of 30
How Dare You!

What Apple has wrought shall be honored.

Most. Amazing. Ads. Ever.

Heathen
post #15 of 30
And BTW, Apple doesn't make crap, but their products do come at a cost premium. Don't be a dope about it, just admit it.
post #16 of 30
Quote:
Originally Posted by penchanted View Post

As far as I know, The Daily is not running iAds:
http://www.businessinsider.com/the-d...es-iads-2011-1

I guess I still have yet to encounter an iAd then. Now that you mention it, they didn't have iAd logo however they behaved similar to the way that SJ described that iAds would. Perhaps the same coders that put the magazine together are designing the ads. So the Daily needs to step up their server capabilities because it is pretty slow. Thanks for pointing out my incorrect assumption.

Life is too short to drink bad coffee.

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post #17 of 30
Seriously, who doesn't "remember" the Campbell's Soup brand already? Cave dwellers?
post #18 of 30
Quote:
Originally Posted by sippincider View Post

I didn't even know Campbell advertised.

Apple should pick a better benchmark for measuring iAd's effectiveness. Consumer staples are pretty low on the economic food chain (no pun intended).

On the soup, I mean topic de jour, I admit my bias ... I think Progesso (even though the name sucks) blows Campbell soup away iAds or not.
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From Apple ][ - to new Mac Pro I've used them all.
Long on AAPL so biased
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post #19 of 30
Quote:
Originally Posted by mstone View Post

I guess I still have yet to encounter an iAd then. Now that you mention it, they didn't have iAd logo however they behaved similar to the way that SJ described that iAds would. Perhaps the same coders that put the magazine together are designing the ads. So the Daily needs to step up their server capabilities because it is pretty slow. Thanks for pointing out my incorrect assumption.

The Daily looks to be a good first attempt but there does appear to be some engineering and server capabilities that need to be addressed. I imagine the servers were hit pretty hard yesterday.

What will be more interesting to me is to see whether they are able to keep the quality of the content up over the next few weeks to one month.
post #20 of 30
Quote:
Originally Posted by penchanted View Post

The Daily looks to be a good first attempt but there does appear to be some engineering and server capabilities that need to be addressed. I imagine the servers were hit pretty hard yesterday.

What will be more interesting to me is to see whether they are able to keep the quality of the content up over the next few weeks to one month.

I was thinking the same thing. The first issue has lot of content. Quite the challenging assignment for a daily.

Life is too short to drink bad coffee.

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post #21 of 30
Quote:
Originally Posted by HahaHaha321 View Post

I seriously LOLd at that.

Anyway, I never said I was anti Apple. I do think Apple is the best. Why the hell do you think I registered here? Thing is, people don't need to be beaten in the head with it. And the stupid commentary DED makes against other manufacturers is just laughable, not to mention douche-infested. His articles always have a defensive undertone to them. What is he trying to prove? Nothing. Because there is nothing to prove.

Hmmm. And yet the vast majority of your comments here are either railing against DED and the site as hopeless, blinkered fanboys, or belittling your fellow posters as the same. For instance:

Quote:
This article proves how immature the authors of this website are and how brainwashed/obsessive the fanboy commentators are. It's disgusting.

I'll stick to a more credible website like MacRumors.

Honest question: so why don't you?
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They spoke of the sayings and doings of their commander, the grand duke, and told stories of his kindness and irascibility.
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post #22 of 30
Quote:
Originally Posted by StLBluesFan View Post

Seriously, who doesn't "remember" the Campbell's Soup brand already? Cave dwellers?

Campbell's makes soup? I thought it was a moving company.
post #23 of 30
Quote:
Originally Posted by Stourque View Post

Campbell's makes soup? I thought it was a moving company.

Perhaps this explains why my dinette set arrived in a thick and hearty broth.
They spoke of the sayings and doings of their commander, the grand duke, and told stories of his kindness and irascibility.
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They spoke of the sayings and doings of their commander, the grand duke, and told stories of his kindness and irascibility.
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post #24 of 30
Quote:
Originally Posted by addabox View Post

Perhaps this explains why my dinette set arrived in a thick and hearty broth.

Campbells Chunky Soup makes for a better packing material.
post #25 of 30
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post #26 of 30
Quote:
Originally Posted by Stourque View Post

Campbell's makes soup? I thought it was a moving company.

Cave dweller!
post #27 of 30
Quote:
Originally Posted by mstone View Post

I spent an hour or so with the new Daily magazine which is chock full of iAds. Those are the first iAds I have encountered so far. Now I am convinced that the new NC data center is probably needed to deliver these ads. The ones I played with were slow to load very jerky with lots of dropped frames and stalled out completely quite often. The ads also are poorly designed and the navigation sometimes less than intuitive. Looks like coders trying to produce TV ads. Not very polished at all. I was not impressed.

Are you sure The Daily use iAd?

http://www.9to5mac.com/47645/the-dai...t-0-99-per-day
post #28 of 30
Quote:
Originally Posted by matrix07 View Post

Are you sure The Daily use iAd?

http://www.9to5mac.com/47645/the-dai...t-0-99-per-day

Duly noted.

Life is too short to drink bad coffee.

Reply

Life is too short to drink bad coffee.

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post #29 of 30
Every time I look at Campbell's Soups iAd, it makes me hungry..
post #30 of 30
Quote:
Originally Posted by HahaHaha321 View Post

I seriously LOLd at that.

Anyway, I never said I was anti Apple. I do think Apple is the best. Why the hell do you think I registered here? Thing is, people don't need to be beaten in the head with it. And the stupid commentary DED makes against other manufacturers is just laughable, not to mention douche-infested. His articles always have a defensive undertone to them. What is he trying to prove? Nothing. Because there is nothing to prove.

You weren't with us during the dark years were you. It's gonna take a lot of gloating to take the sting out of those years.
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