Though Apple is known for its engaging TV advertisements, last quarter an Android OS device — the Samsung Galaxy Note — won the ad effectiveness battle on television. According to ad analytics firm Ace Metrix, the Samsung Galaxy Note spot that appeared on the Academy Awards was the top ad of the first quarter of 2011 in all categories.
The Samsung Galaxy Note spot earned an Ace Score of 686. The company debuted nine ads total in Q1, three of which were the three most effective technology ads for the quarter, with Ace Scores from 686 to 636. Not all of the ads were for the Galaxy Note Android smartphone. The ads mostly showed off the technology. For the Galaxy Note creative, music and text accompany the images of the device performing a variety of visual tasks.
Competitor Apple, which vies with Samsung with its iPhone 4S, only debuted four new ads during the quarter. They didn’t rank in the top ten overall, but, on the list of tech ads, they ranked 7 and 8 on the effectiveness list, with Ace Scores of 617 and 615. The higher-ranking ad was for the iPad, while the second was for the iPhone 4S. The average Ace Score for technology ads is 548.
Ace Metrix Technology Category, Q1 2012
Coming in at number 5 on the effectiveness list for tech ads was Google Plus’ “Instantly Saved” spot, which depicts a new father who leaves his phone — filled with pictures of his newborn son — in a cab, but is relieved to find that they’re all backed up on the social network service.
To come up with the Ace Scores, the research firm surveys a census-weighted sample of 500 respondents for each ad within 24 hours. Using an online survey, Ace Metrix determines whether ads are persuasive, which includes desire, relevance, change, attention, information and likeability. It also looks at watchability, which means how likely a viewer would be to watch the ad if it appeared on TV.
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