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Samsung spent $68M more than Apple on 2012 phone ads, increased budget fivefold

post #1 of 30
Thread Starter 
According to new research released on Tuesday, Samsung spent a whopping $401 million on U.S. print, television, billboards and internet advertisements in 2012, leapfrogging past HTC and its biggest rival Apple, which in 2011 outspent the Korean firm more than three to one.

Data from advertising research and consulting firm Kantar Media shows that Samsung boosted U.S. ad spending by some $323 million between 2011 to 2012, while second-biggest spender Apple's budget went from $253 million to $333 million over the same period, reports The Wall Street Journal.

In contrast to Samsung and Apple, third place HTC slashed spending to $46 million, down from $124 million in 2011. Rounding out the top five were BlackBerry and Nokia, which also cut their budgets last year.

Ad Spending
Source: The Wall Street Journal


Despite Samsung's incredible influx of ad money, aimed at promoting handsets like the Galaxy S III, the company took second place to Apple's iPhone as America's most effective mobile phone brand, said advertising analytics firm Ace Metrix in January. Interestingly, Ace went on to name the Korean tech giant as the overall top technology brand of 2012.

The Galaxy maker is perhaps most well known for "The Next Big Thing is Already Here" campaign, which constantly ribbed iPhone users as hapless followers, and Samsung doesn't appear to be letting up, as the company's Super Bowl TV spot from February poked fun at Apple's ongoing worldwide patent litigation.

The WSJ said advertising is but one of the many investments Samsung is making to ensure that it retains its lead in the global smartphone market, which is now largely a two horse race against Apple. As noted by the publication, executives from cellular providers claim Samsung spends the most money on "below the line" marketing such as in-store advertising and promotions.

As for 2013, the Korean company will likely continue its less than frugal advertising blitz with the upcoming Galaxy S4 launch, which is expected to take place on Thursday at Radio City Music Hall in New York City.
post #2 of 30

Seems to be working well for them, they use new media really well too. 

post #3 of 30
Good for those who like Samesung. I've been unable to stomach their crap for well over a decade. I see cheap plastic electronics and I think, ``Samsung. Nothing but crap.''

I don't buy Apple because the commercials are entertaining. It's the quality of the designs.
post #4 of 30

Here's one person who is sick of their 24/7 advertising in the USA. Unfortunately it will only get worse when the S4 is announced.  Sigh.

post #5 of 30
I guess some companies have to work harder in order to sell. Other companies just let the quality of their products speak for itself.
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post #6 of 30

So Apple spent $333 million? Apparently not in my neck of the woods. The airwaves are void of any Apple advertising in the Midwest. Only an iPad ad now and then and the carrier ads always feature Samsung products. I don't see any Apple ads in magazines, on billboards, in newspapers, on the radio, anywhere. Meanwhile Samsung is plastered everywhere you look. So much for Apple's vaunted marketing reputation.

post #7 of 30
Quote:
Originally Posted by PhilBoogie View Post

I guess some companies have to work harder in order to sell. Other companies just let the quality of their products speak for itself.

 

Then why did Apple outspend Samsung by such a large margin in the prior years?

 

 

Samsung looked at what Apple was doing that worked, then turned the knob up to 11.

post #8 of 30
Quote:
Originally Posted by mdriftmeyer View Post

Good for those who like Samesung. I've been unable to stomach their crap for well over a decade. I see cheap plastic electronics and I think, ``Samsung. Nothing but crap.''

I don't buy Apple because the commercials are entertaining. It's the quality of the designs.

Sadly advertising does work for most though (not just in consumer goods either as we know!). Case in point ... A friend of my wife's was saying the other night that she was unhappy with her iPhone because it couldn't do what a Scamsung phone could do (seen on advert on TV). I asked her what specifically she was wanting to do. She says ... 'you know where you touch someone else phone and they sync.' I asked her what she would sync? She answers, 'I don't know but my iPhone can't do it.'
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post #9 of 30
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Originally Posted by KDarling View Post

Then why did Apple outspend Samsung by such a large margin in the prior years?




Samsung looked at what Apple was doing that worked, then turned the knob up to 11.

According to your data the entire article is incorrect. I must be missing something.
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post #10 of 30
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Originally Posted by Rogifan View Post

Here's one person who is sick of their 24/7 advertising in the USA. Unfortunately it will only get worse when the S4 is announced.  Sigh.

I agree. I'm amazed that the difference is as small as it is. I see Samsung ads all the time and not that many iPhone ads.
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post #11 of 30
Quote:
Originally Posted by lkrupp View Post

I don't see any Apple ads in magazines, on billboards, in newspapers, on the radio, anywhere.

The only ads I see are on the internet, but then again, I don't watch TV.
Quote:
Originally Posted by KDarling View Post

Then why did Apple outspend Samsung by such a large margin in the prior years?

Hmm, maybe because Apple is allowed to sell every single product they make in the US, whereas Samsung isn't allowed on supposed IP infringement, would that be correct, and a reason?
Quote:
Samsung looked at what Apple was doing that worked, then turned the knob up to 11.

As I understand it, that is their MO, if the posts here are anything to go by. Personally I think a more admirable thing to do is to create your own products and turn up that knob.
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post #12 of 30
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Originally Posted by digitalclips View Post

According to your data the entire article is incorrect. I must be missing something.

 

Not my data.  It's also from Kantar.  You're missing that this chart is only half year totals.

 

Quote:
Originally Posted by PhilBoogie View Post

Hmm, maybe because Apple is allowed to sell every single product they make in the US, whereas Samsung isn't allowed on supposed IP infringement, would that be correct, and a reason?

 

What product was not allowed?    And how would that increase advertising costs?

 

Look, you claimed that Apple didn't have to advertise. The fact is, they advertised far more in the US than Samsung until around mid 2012, when Samsung decided to invest heavily in ads as well.

 

Personally I think a more admirable thing to do is to create your own products and turn up that knob.
 

Judging from the yearly sales data, Samsung became successful after they differentiated their products away from Apple and the other vendors, through features and advertising. 

post #13 of 30
Quote:
Originally Posted by KDarling View Post

What product was not allowed?    And how would that increase advertising costs?

I remember a tablet, but don't know if that is still the case and certainly don't know the name. They have so many, and I think they use part of the name for smartphone and tablets as well and I get confused.
Quote:
Look, you claimed that Apple didn't have to advertise. The fact is, they advertised far more in the US than Samsung until around mid 2012, when Samsung decided to invest heavily in ads as well.

But that is 'new territory' for them, no?
Quote:
Judging from the yearly sales data, Samsung became successful after they differentiated their products away from Apple and the other vendors, through features and advertising. 

That's a good thing, and will make them stand out from the crowd.
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post #14 of 30
Quote:
Originally Posted by digitalclips View Post


Sadly advertising does work for most though (not just in consumer goods either as we know!). Case in point ... A friend of my wife's was saying the other night that she was unhappy with her iPhone because it couldn't do what a Scamsung phone could do (seen on advert on TV). I asked her what specifically she was wanting to do. She says ... 'you know where you touch someone else phone and they sync.' I asked her what she would sync? She answers, 'I don't know but my iPhone can't do it.'

 

 

This is where advertising works, on the 'Swing Voter' consumers, which i think makes up for most people out there.

Which is a big reason all companies need to step up their games on new product releases, people don't have the same brand loyalty that they used to (apparently). 

post #15 of 30
Quote:
Originally Posted by digitalclips View Post

Sadly advertising does work for most though (not just in consumer goods either as we know!). Case in point ... A friend of my wife's was saying the other night that she was unhappy with her iPhone because it couldn't do what a Scamsung phone could do (seen on advert on TV). I asked her what specifically she was wanting to do. She says ... 'you know where you touch someone else phone and they sync.' I asked her what she would sync? She answers, 'I don't know but my iPhone can't do it.'

Did you know that you wanted a iPhone before it existed? People will always prefer the ability to do something and not use it than never having the option.
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post #16 of 30
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Originally Posted by jragosta View Post


I agree. I'm amazed that the difference is as small as it is. I see Samsung ads all the time and not that many iPhone ads.

All I can hope for (and yes I know I'm dreaming here) is the tech media finally holding Samsung to the high expectations they hold everyone else.  My fear though is Samsung will put on the razzle dazzle for the S4 launch and the media will eat it up declaring it the best phone ever.  Even if there's not much behind the hype other than gimmicks eye tracking stuff.

post #17 of 30
Quote:
Originally Posted by PhilBoogie View Post

I remember a tablet, but don't know if that is still the case and certainly don't know the name. They have so many, and I think they use part of the name for smartphone and tablets as well and I get confused.
But that is 'new territory' for them, no?
That's a good thing, and will make them stand out from the crowd.

They only made the Tab back then, so that's how much you don't know, and it was already being replaced when it got banned.
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post #18 of 30
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Originally Posted by Rogifan View Post

All I can hope for (and yes I know I'm dreaming here) is the tech media finally holding Samsung to the high expectations they hold everyone else.  My fear though is Samsung will put on the razzle dazzle for the S4 launch and the media will eat it up declaring it the best phone ever.  Even if there's not much behind the hype other than gimmicks eye tracking stuff.


The media is putting Samsung on Apple level where it doesn't deserve to be at.  Samsung is getting too ahead of itself if they think they can create all this hype and then not deliver on it.  The fun thing about Apple rumors and hype leading up to Apple press conference is that you don't know what Apple going to show and that the fun part about it.  Now I think Samsung is trying to duplicate Apple press conference with their "Samsung's Global Unpacked Event".  The hype is there for Samsung but it not like Apple hype.

post #19 of 30
Quote:
Originally Posted by TonyLee View Post


The media is putting Samsung on Apple level where it doesn't deserve to be at.  Samsung is getting too ahead of itself if they think they can create all this hype and then not deliver on it.  The fun thing about Apple rumors and hype leading up to Apple press conference is that you don't know what Apple going to show and that the fun part about it.  Now I think Samsung is trying to duplicate Apple press conference with their "Samsung's Global Unpacked Event".  The hype is there for Samsung but it not like Apple hype.

They just need to out-hype Motorola, HTC, LG, etc..., and that's exactly what they've been doing.
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post #20 of 30
Quote:
Originally Posted by TonyLee View Post


The media is putting Samsung on Apple level where it doesn't deserve to be at.  Samsung is getting too ahead of itself if they think they can create all this hype and then not deliver on it.  The fun thing about Apple rumors and hype leading up to Apple press conference is that you don't know what Apple going to show and that the fun part about it.  Now I think Samsung is trying to duplicate Apple press conference with their "Samsung's Global Unpacked Event".  The hype is there for Samsung but it not like Apple hype.


Apple hype isn't quite what it used to be.

 

Changed forever about a year and a half ago.

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post #21 of 30
I don't remember the last time I saw an Apple ad on TV. Meanwhile, there seems to be an S3 ad every fucking commercial break from every carrier in existence. Same with the radio. It tells you something, when the sales of a company is directly related to its massive increase in marketing. Shows you the superficialness of its success, and what people are buying it based on.
post #22 of 30
Quote:
Originally Posted by island hermit View Post


Apple hype isn't quite what it used to be.

 

Changed forever about a year and a half ago.

Unfortunately, I am beginning to believe this. Apple's commercials lately have been weak in message and frequency.

 

Even worse, Apple's PR has been abysmal. On the front page of today's Chicago Tribune Business section is a picture of an iPad with, "Apple's iPad is expected to be overtaken this year," and the headline, "Study: Android tablet to hit No. 1." (I cannot believe the lack of quality in today's journalism, where an entire article is based on a single study without investigating and including the accuracy of similar past studies from the same organization.)

 

I hope Schiller, Cook, et al can figure out the increasing negative unhip perception, because in reality, Apple still has the highest quality products and user systems. 

post #23 of 30

Samsung spent more in 2012 than 2011 because those liars were in DAMAGE CONTROL. They were outed for the cheats and thief's they really are and had to plaster the airwaves with their own praises. Remember when Toyota had to do the same thing  a few years back when people were blaming them for their cars killing them? Not on the same scale, of course, but Samsung got caught with their sticky fingers in the proverbial cookie jar and had to spend the bucks to save face. Even if it was with a retarded campaign.

post #24 of 30
Quote:
Originally Posted by island hermit View Post


Apple hype isn't quite what it used to be.

Changed forever about a year and a half ago.

Watch yer language. 1wink.gif

Apple never really "hyped" anything. A simple pre-announcement to the press with a theme, some decoration on the venue and then a sober and polished, if enthusiastic, presentation.

They're still doing that, and I find it more fascinating in some respects than before, watching Tim Cook's evident mastery of the future outlook for Apple. He's always mentioning "momentum," for example, because his mind is on massive market shifts. That sort of thing. It's high historical drama, watching the changeover.

Samsung is doing hype with a vengeance, and TonyLee's point is that it could backfire on them. I don't know about that, because there's a sucker for shiny plastic and a big screen born every minute. But I hope he's right.
post #25 of 30
Quote:
Originally Posted by flippysc View Post


Even worse, Apple's PR has been abysmal. On the front page of today's Chicago Tribune Business section is a picture of an iPad with, "Apple's iPad is expected to be overtaken this year," and the headline, "Study: Android tablet to hit No. 1." (I cannot believe the lack of quality in today's journalism, where an entire article is based on a single study without investigating and including the accuracy of similar past studies from the same organization.)

 

I hope Schiller, Cook, et al can figure out the increasing negative unhip perception, because in reality, Apple still has the highest quality products and user systems. 

To this I agree.  The media has been killing Apple (relative to Samsung).  But this is a tough one for Apple to "correct".  Since the media tends to get the most views for negative/sensational news, guess what?...Apple is a dream target.  Positive expectations are so high, that negative spin can be born out of any Apple issue.

 

Some think that the media's Apple bashing is somewhat of a conspiracy, but I believe it's just the nature of the media business....which I abhor.

post #26 of 30
Quote:
Originally Posted by drewys808 View Post

To this I agree.  The media has been killing Apple (relative to Samsung).  But this is a tough one for Apple to "correct".  Since the media tends to get the most views for negative/sensational news, guess what?...Apple is a dream target.  Positive expectations are so high, that negative spin can be born out of any Apple issue.

Some think that the media's Apple bashing is somewhat of a conspiracy, but I believe it's just the nature of the media business....which I abhor.

I think it's both a malevolent conspiracy and a conspiracy of dunces, one on top of the other. Disgraceful and tragic, but what else is new, in this stupid and corrupt world?

The world has problems that are far more serious, at least on the surface, but if a well-motivated company can't improve the general level of thought and perception without running into subversion, the problem takes on its own serious dimensions. That's why I'd like to see Samsung held to an obvious second place. Without resorting to the dirty tricks, of course.
post #27 of 30

Does this include advertisement for all Samsung products? I catch commercials for their household appliances and televisions much more than I see ones for their phones. I couldn't get Train out of my head for weeks after their SmartTV campaign earlier last year.

post #28 of 30
Seeing Samsung ad. everywhere was the same as reading about Apple a few years ago. All those useless tech columns used spew every press release and repeat speculation of Apple news. You couldn't turn the page without seeing some random Apple article. I recall at one stage engadget had 17 out of 20 articles on their homepage about Apple. So it has taken millions of dollars to break that cycle. Now you can go to most sites and read a variety of articles ....... choice is always good.
post #29 of 30
Hang on, wasn't Apple accused of being "all marketing" by the haters?
So where are you people now?
Edited by hfts - 3/13/13 at 6:50pm
post #30 of 30
Quote:
Originally Posted by hfts View Post

Hang on, wasn't Apple accused if being "all marketing" by the haters?
So where are you people now?

Only way to beat marketing is with more marketing. Simple.
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