It’s kind of ironic that an old fashioned brand like Campbell’s is coming out as the spokesperson for the effectiveness of iAds. When the product took off in the early 1900’s, I’m sure they never imagined that one day people would be using hand-held wireless devices to find the best recipe that includes Golden Mushroom soup. But that’s exactly what’s happening and Campbell’s couldn’t be more pleased.
According to a five-week study conducted by Nielsen on behalf of Campbell’s and Apple, iAds were more effective than TV ads on a variety of levels.
As compared to viewing a Campbell’s TV ad, the viewers of iAds were:
— More than twice as likely to recall the ad.
— Three times more likely to remember the messaging.
— Four times more likely to purchase.
In addition to the ad boost, Campbell’s got something else, maybe something more important out of their pricey iAd campaign — the eyes of a younger audience. Up until now, Campbell’s advertising has been aimed primarily at moms who grew up with the brand. With the iAd campaign, they’ve opened themselves up to a whole different crowd.
But with this good news comes a reality check to the tune of one million dollars. That was the rumored cost of a buying in to the early adopter program and for Campbell’s, it sounds like it was worth every penny. Now Apple has to expand on that success to bring in more advertisers and reduce the overall cost of the program if they want to keep moving forward.
As a final thought, one has to wonder why this iAd campaign met with such success. It could be the simple fact that people learn and remember better when they interact with the information. If that’s the case, then iAds should continue to top TV ads across the board. But what if the real reason is the novelty? People clicked banner ads when they were new and fun, but now we mostly ignore them. Will iAd burnout happen over time as well, or will the content-based, interactive properties make them the one kind of advertising that works time and time again?