Apple Having a Little Fun
Written by Jessica Ong (contact - e-mail) -- October 30th, 2009 | Share - Save - E-mailWhen you take a look at online display ads today, it is usually automotive or entertainment companies that have splashy eye-catching ads. But leave it to Apple to pave the way for more exciting ads that standout in the Tech category. Apple has made headlines before with creative video ads aimed at attacking its rival Microsoft on the front pages of top news sites like Wall Street Journal and New York Times. These ads first appeared almost two years ago and have since ran several more times.
Most recently, we saw another creative implementation from Apple on the homepages of Wired and CNET last week where Apple advertised its iPod touch. The large size of the ad unit itself was the first stop to getting consumers’ attention. Then the animation tilted and shuffled content in the primary navigation bar at the top of the page, even turning the CNET logo upside down. The page then turned into something akin to a video game which conveyed the message of “Next level fun”.
So what does an ad like this actually do for a well recognized brand and product like the iPod touch? We took a look at exposed consumers on CNET and measured their rate of visitation to Apple.com anytime after exposure. Then, we compared the exposed consumers to a control group of consumers with a similar online footprint who did not see the ad. Of the group of consumers who saw the ad, 13% visited the Apple website in the same day and 30% visited the site through the week after the campaign. These viewthrough rates are much higher than campaigns that have been measured across many categories where we typically see viewthrough rates in the single digits or even less than one percent. Not only did Apple achieve strong double-digit viewthrough rates, but the accompanied lift numbers are also very strong with 86% lift in visitation for the same day and 46% lift through one week after the campaign.
Based on the impression data, we also know that nearly half of the exposed visitors on CNET saw only one impression of this ad, which reflects the power of the creative from just a single exposure. So what can other marketers learn from Apple? Here are a few takeaways:
- Marketing creativity will be rewarded with greater consumer engagement
- Even well known brands can impact a large shift in consumer behavior with the right placement and message
- Think beyond the box (I want to know how Apple keeps negotiating such unique executions!)
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October 31st, 2009 at 5:14 am
•Think beyond the box (I want to know how Apple keeps negotiating such unique executions!)
October 31st, 2009 at 5:15 am
•Even well known brands can impact a large shift in consumer behavior with the right placement and message
November 2nd, 2009 at 8:30 pm
This is a great post – apple has been a leader in many areas of business…seems like somehow people at apple have more fun as well and that expresss in their work.
anyway I love apple
November 3rd, 2009 at 4:50 am
Apple has always thought out the box and come up with great ways of advertising its products. This is just another great example of this.
November 6th, 2009 at 6:43 am
Apple always go for the best applications for its iPhones and the same goes with Nokia Symbian phones. If you wish to have a look at some the interesting mobile application technologies of tomorrow you must go for this Forum Nokia Developer Conference ’09, to be held in this December in Bangalore.
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