14 DAY TRIAL // Ace Metrix, a company that handles measuring and understanding the impact of advertising creative, has issued the results of a study in which they learned that Samsung has the most effective tablet ad year-to-date with an Ace Score of 650 for its “Feel Free” commercial promoting its 7-inch Galaxy tablet.
For those wondering why it wasn't Apple's elusive iPad that won the top spot, Ace Metrix found that Apple’s iPad campaign led the battle for overall effectiveness with an average Ace Score of 627 for its five ads this year, whereas Samsung’s score was of 607 points for its six ads.
However, their single “Feel Free” ad ultimately received a total score of 650 points propelling it to the top spot in Ace Metrix’s list of Most Effective Tablet Ads of 2011.
“It’s important to note that each of the tablet ads in our Top 10, which also included Blackberry and HP, did very well, and scored above the norm. Despite Samsung’s ‘Feel Free’ homerun, Apple’s iPad campaign firmly leads other tablet makers on an aggregate basis,” said Peter Daboll, CEO of Ace Metrix.
“iPad's market momentum preceded all other tablet manufacturers, making the ad game a serious one in converting consumers away from Apple's initial awareness and product trial.
Acknowledging Apple’s tremendous success in the tablet industry, Daboll added that “Capturing consumers’ attention and willingness to try a tablet other than iPad is the name of the game in this tablet war, and solid creative that conveys compelling advantages-- like ability to multi-task, size, ease of use-- is just one tactic in competing with the market leader.”
Although Apple has a total of five iPad ads aired to date, only four of those appeared in the Top 10. Ace Metrix fails to say why, but they did the same with other vendors, including the winner itself - Samsung.
In fact, only two Samsung’s ads appeared in the Top 10.
Their study also revealed that women found iPad ads the best, while men found Blackberry ads more attractive.