Campbell’s swoons over soup sales from Apple’s iAds

iAdApple teamed up with Campbell’s Soup and Nielsen in a study that it claims proves iAds are twice as effective as traditional alternatives. And the claims don’t just insinuate the iOS marketing scheme can be successful – they make some sweeping statements about its superiority.

Apple’s iAds have been in the works for awhile and were introduced some months ago. Campbell’s was one of Apple’s first clients for the platform, and apparently is thrilled with the decision. According to AdAge, “Those exposed to one of Campbell’s iAds were more than twice as likely to recall it than those who had seen a TV ad.” In Nielsen’s five-week study, it appeared that consumers who viewed Campbell’s advertising on an iOS device “remembered the brand ‘Campbell’s’ five times more often than TV ad respondents, and the ad messaging three times more often.” What’s more is that participants exposed to iAds were four times more likely to buy Campbell’s products than those who saw TV commercials.

One discrepancy that seems worth noting is that the TV viewers were selected by Nielsen, whereas the iAd respondents were “recruited within various apps.” Even still, this just means that the participants chosen to respond to iAds are Apple owners to begin with, meaning they could be more prone to being affected by anything pushed to them through such a device – something advertisers should be excited to hear. Smartphones are naturally more interactive than television, and it seems like people are responding positively to this.

Director of global advertising for Campbell’s Soups Jennifer Gordon is convinced by Nielsen’s findings. “We have a lot of data that goes many years back for TV print, out of home and radio, but we’re searching for more validated metrics in mobile. This does show, in really traditionally brand metric terms, that iAd really outperformed.” Gordon also claimed the iAd numbers beat those for traditional online static banner ads. It doesn’t hurt that iAd campaigns are a fraction of the cost of TV ads. At the moment, our smartphones aren’t flooded with ads, but will they be as effective when it comes to that point?

Emerging Tech

Where are they now? A look back at last year’s Top Tech of CES winners

What happened to the 14 prize-winning products we singled out as the coolest things we saw at last year's CES 2018? Join us as we take a look at what the past 12 months has meant for them.
Home Theater

Polk Audio’s Command Bar joins Alexa’s multiroom music party

Polk's Command Bar is a home theater soundbar with Alexa built in. But with a new update, it can also be grouped with Amazon's Echo products and other third-party speakers for a multi-room experience.
Apple

Rumors say Apple's AirPower wireless charger may finally be in production

At its September event in 2018, Apple unveiled the AirPower, a new wireless charging mat that will allow you to charge multiple devices at one time. It has not yet been released. Here's everything we know about the device so far.
Gaming

Here’s everything we know about ‘Far Cry New Dawn’ so far

Far Cry New Dawn is the first official sequel in franchise history, taking place 17 years after Far Cry 5 in a post-apocalyptic Hope County. Here's everything we know about Far Cry New Dawn.
Mobile

Has Apple’s AirPower charging mat finally entered production?

Apple's AirPower wireless charging mat, initially expected to be released in early 2018, has reportedly finally entered production. Two different Apple suppliers are said to be involved in the manufacturing of the device.
Mobile

Apple AirPods may be used to spy on conversations, but please don’t

Apple added Live Listen to the AirPods through the iOS 12 update last September, to help users with minor hearing issues. However, a viral tweet is suggesting that the feature may be used to eavesdrop on the conversations of other people.
Computing

Beam up the videos: AirPlay support is coming to VLC player

At CES 2019, the developers of VLC player announced they are adding support for Apple's Airplay feature, allowing consumers to beam video and other content from their iPhone and Android devices to an Apple TV. 
Mobile

Is your smartphone frozen? Here's how to reset your iPhone

You can do a lot with an iPhone, but if you ever run into an issue with it, the first thing you should do is restart it. In this guide, we tell you how to reset your iPhone, and explain how it differs from a factory reset.
Mobile

Keep up-to-date with the best news apps on iPhone and Android

Are the days of traditional newspapers and broadcast news dwindling? With apps this good, maybe. Catch up on the latest headlines on any platform with the best news apps on iOS and Android.
Deals

Looking to upgrade? These are the best iPhone deals for January 2019

Apple devices can get expensive, but if you just can't live without iOS, don't despair: We've curated an up-to-date list of all of the absolute best iPhone deals available for January 2019.
Computing

Style up your MacBook Air with one of these great cases or sleeves

Whether you’re looking for added protection or a stylish flourish, you’re in the right place for the best MacBook Air cases. We have form-hugging cases, luxurious covers and padded sleeves priced from $10 to $130. Happy shopping!
Mobile

If you're looking for a good laugh, here are 70 questions to ask Siri

Siri has come a long way since her first appearance on the iPhone 4S in 2011. We know she can make appointments and give directions, did you know she can make you laugh too? If you want proof, here are lots of funny questions to ask Siri.
Deals

Save over $350 on the Refurbished iPad 4 for a limited time

Looking to buy an iPad without having to pay that iPad price? For a limited time, you can pick up a refurbished iPad 4 for as low as $137. That's $363 less than you would pay for something brand new.
Movies & TV

Apple’s first original feature film reunites Bill Murray, Sofia Coppola

The Lost in Translation team of Sofia Coppola and Bill Murray will reunite with their A Very Murray Christmas collaborator Rashida Jones for On the Rocks, Apple and studio A24's first official feature together.