Wouldn’t it be nice if a company could simply build a good product, and it would magically sell itself? The reality is that most products are only as good as the marketing efforts behind them, and this is equally true when it comes to mobile devices.
In the past Apple has been one of the top dogs when it came to television advertising effectiveness, but according to ad tracking firm Ace Metrix, last year the company fell from 1st place in down to 5th, with Amazon taking their place at the top of the heap. Other technology brands ahead of Apple in terms of advertising include LG, Windows Phone and Samsung Mobile (in that order).
So how does Ace determine who has the best ads? Ace Metrix reaches its ranking based on the brands with the highest Ace Scores. These scores are determined by using various consumer polls that ask customers about the watchability and persuasiveness of the ads in question. As you can see in the chart, Amazon’s Kindle brand scored a 578 average, while Apple was at 553.
Keep in mind that these numbers seem to fluctuate considerably year-to-year, and don’t necessarily reflect the popularity of the brands in question, only how well their ads are received by the public. Still, it is interesting that Amazon spent just $147.8 million last year on U.S. advertising and yet still was able to make a bigger impact through its ads than Apple with its massive $575.2 million TV advertising budget.
Thinking back on it, I can see how Amazon’s Mayday ads and other advertisements that show actual features for the Kindle brand would be favored over some of Apple’s ads that either focus on attempting to emotionally reach us or that simply have folks talking into their multi-colored handsets. Then again, LG managed to score very high on the list and yet most of its ads in 2013 seemed to focus around emotions as well — though it’s 2014 ads seem to take a much stranger approach.
What’s your take on the situation? What company do you feel did the best job at advertising their products last year? Does advertising actively influence your buying decision or not?