Thu Feb, 2011 by Derek Mehraban
Nielsen has conducted a five-week study of the first iAds offered by Apple. The iAd was Apple’s way to redefine advertising on mobile platforms, and it seems to have succeeded. Campbell’s was one of the first adopters of the iAd and their data shows users exposed to the ad were five times more likely to remember the ad than if they had seen it on TV.
The same test group reported a willingness to purchase Campbell’s products four times more often than the control group exposed to the ad on TV. Apple is now looking for more advertisers, but the initial cost is a minimum of 1 million dollars.
Campbell’s also claims the iAd results were better than static banner advertisements. This is great news for digital marketers as it represents more data and the successful pay-off for a large corporation taking a gamble on the new medium.
Adage: Apple Campbell’s iAd