Bloomberg reports this morning that a survey by ad effectiveness specialist Ace Metrix Inc showed that Apple’s new “Designed in California by Apple” ad campaign has proven far less effective than the company’s traditional product-focused ads.
Bloomberg, via 9to5Mac:
The company’s latest ad, which began airing June 10, has earned the lowest score of 26 Apple TV ads in the past year, according to Ace Metrix Inc., a consulting firm that analyzes the effectiveness of TV ads through surveys of at least 500 TV viewers. The ad scored 489 on the company’s scoring system, below an industry average of 542 and far below past iconic Apple campaigns that often topped 700 …
It’s been suggested by advertising experts that the campaign, focusing on the Apple experience, rather than a specific product, may have been decided on by the company because they don’t have much in the way of new devices to promote.
Branding specialist Will Burns suggests Apple’s new ad campaign is a defensive move to counteract Samsung’s barrage of new product launches until Apple can announce their new iPhone.
We (Apple) are reminding you of your irrational bond to our brand, the halo, the Steve Jobs effect, because we don’t have the products to back it up these days. Please buy Apple products anyway because you feel good about the brand.
Geez, sarcastic much Will?
Of course, all the “experts” that were contacted for the story hedged their bets by noting that ad surveys are not always a good gauge of an approach, and that consumers can initially reject a style they later come to enjoy.