According to research from Ace Metrix, Apple's new ads for the iPhone 5 account for two of the top three ads among mobile phones of the year to date.
The top ad, based on the firm's "Ace Score" metric, was Samsung's The Best Of A Phone And Tablet, but numbers two and three were "Pictures Made Bigger" and "Shaped to Fit the Ears" respectively. Those are both iPhone 5 ads. Here's Ace Metrix's list of the most effective mobile phone ads of 2012 to date:
The Ace Score is described as the measure of the ad's creative effectiveness, based on viewer-reaction to national TV ads. Ace Metrix obtains this by randomly selecting respondents, which it says are representative of the U.S. TV viewing audience, and the results are presented on a scale of 1-950. Attributes that go into the scoring include: relevance, persuasion, watchability, information, attention, etc.
“While they are still neck and neck with Samsung from ad effectiveness perspective in the mobile phone category, Apple’s performance in promoting the iPhone 5 was an improvement vs. many of the recent celebrity efforts for Siri,” noted Ace Metrix CEO Peter Daboll. “However, the iPhone 'launch' ads almost always perform well – part of the 'i-phoria' that accompanies these new product introductions.”
According to the firm, Apple's new ads have performed particularly well among wealthy young women. The panoramic camera ad in particular, the firm says, appealed heavily to moms.