After their launch seven months ago, the first Apple-funded effectiveness studies into the new media platform are being released to lure more brands into mobile media and justify the $1 million first-run investment.
A five-week Nielsen study comparing iAd and television components of a Campbell’s soup campaign found that the iAd audience were:
*Twice as likely to recall the advertisement than the TV audience;
*Five times more likely to recall the brand than the TV audience;
*Four times more likely to intend to purchase after viewing the ad than the TV audience; and
* Stated they liked the advertisement five times more often than the television viewers.
The advertisements were part of a campaign to promote the new, reformulated condesnsed soup range, including low-sodium options. The ads were also designed to combat the increasingly ‘stale’ perception of the familiar Campbell’s brand and the mobile media choice was part of this strategy to reframe the Campbell’s as fresh and innovative.
The mobile ads recorded 53 million impressions, average time spent of 60 seconds and a click through rate of one per cent – beating the benchmark for static banner ads.
AdAge
