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BizReport : Advertising archives : February 04, 2011

Soup-maker pleased with taste of iAds

iAds are an essential ingredient for advertising success, according to a recent study conducted by soup-maker Campbell's and Nielsen, which found brand recall and purchase intent several times higher for iAds than television ads.

by Helen Leggatt

campbellsad.pngCampbell's is very happy with its decision to invest in iAds. Their study, reported by AdAge, found that over a five week period consumer recall for their brand was five times higher among iAd viewers than respondents who watched television.

In addition, iAd viewers liked the ad five times more than their television-watching counterparts and were four times more likely to purchase the brand.

While the Campbell's iAd campaign didn't result in a stunning click-through rate (1%), it did attract 53 million viewers. Perhaps just as importantly, it would have cost a fraction of what Campbell's spent on television advertising in October and November last year alone - $25 million.

Campbell's says it is pleased by iAd results so far and will, no doubt, go back for second helpings. They insist, however, that the study was simply meant to validate the medium and would not signify a shift away from television.

iad logo.pngSeveral big brands announced their success with iAds last year, including car-maker Nissan and Unilever's Dove.

However, not all brands are satisfied with iAds. Several, including Adidas and Chanel, have opted out of using the format before even getting a campaign off the ground. So frustrated were they by Apple's demand for control over just about every aspect of an ad campaign, including creative, they dropped plans to use the platform.

Tags: Apple, iAds, iOS, mobile marketing

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