I know from the comments section that some of our readers have concerns about how customers react to Apple and Samsung's ad campaigns. Lucky for us, Advertisement analytics firm Ace Metrix sent out a press release today concerning just that: the performance of Apple and Samsung's ads. (Actually, the release is about the top performing mobile phone ads of 2012, it just so happens that Apple and Samsung's ads have been deemed best performing by Ace Metrix.) Ace Metrix gives a score for ads on a scale between 0-950, with the Zooey Deschanel and Samuel L Jackson ads scoring at 653 and 645. The celebrity-featured ads were beaten in the ranks by the score given to the rather plain, feature-focused Samsung Galaxy Note advertisement "The Best Of A Phone And Tablet" back in February.
Ace Metrics provided some other measures of their sample's reaction to Apple's ads. Apple's narrative-driven celebrity ads tested more favorably with younger women over their previous feature-focused ads. The press release states that "recurring words used by consumers to describe the new Apple ads included "want," "great," "good," "love," and "cool.""
These are of course, Ace Metric's highlights–they have not publicly released more in-depth data on their findings. From their press release we know that Ace Metrics assigns their scores based on reactions from a random (and apparently representative) sample of the US's TV viewing audience. Based on this audience's reactions Ace Metrics scores ads based on qualities like relevance, persuasion, watchability, information, attention, and other creative attributes. (But their metrics do not seem to attribute actual sales numbers to ads.)
Now I might have slept through my quantitative research class in college, but I know enough to be wary of numbers. The data missing from the highlights may be important: How many respondents were in Ace Metric's sample? How were the different qualities tallied, and how did they come together to form Ace Metrics ace score? Is a difference in score of 8 statistically significant? Is a difference of 33? Were the ads tested individually or together? The average (mean, median?) score Ace provided for mobile phone ads is 577. What was the lowest performer?
Zooey Deschanel – It's Raining – iPhone 4S:
Samuel L Jackson – Cancel Golf – iPhone 4S
The Best of A Phone And Tablet – Samsung Galaxy Note
What do you think? Is Samsung's Galaxy Note just so much more impressive than the iPhone 4S that it doesn't need celebrity endorsements, or is this evidence that Ace Metrix needs to rejig their analytic scores? Provide them with some qualitative feedback in the comments section below.
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