For some time I've speculated that mobile might be a more compelling branding medium than TV. InsightExpress and Dynamic Logic have shown data multiple times that reflect higher brand lift and unaided recall from mobile vs. PC display ads. Now comes a study with the first solid evidence of my prediction, showing that iAds performed better than TV advertising.
Campbell's Soup, one of the early iAd adopters, conducted a study with Nielsen, measuring recall, intent to purchase, favorability and other metrics. According to a write-up of the study in 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. Indeed the five-week study, conducted by Nielsen, showed that consumers shown an iAd remembered the brand "Campbell's" five times more often than TV ad respondents and the ad messaging three times more often.
IAd respondents said they intended to purchase Campbell's four times more than the TV group and that they liked the ad five times more. TV and mobile audiences were queried separately in mobile and online surveys. The TV audiences were part of Nielsen's panel, while mobile users were recruited within various apps.
Once again: "IAd respondents said they intended to purchase Campbell's four times more than the TV group." These people are not only potential purchasers of the product but they're social promoters. They'll potentially tell friends about the campaign so there's a likely secondary benefit or effect (which wasn't reported).
This study will have a major impact on brands and agencies, which are adopting mobile marketing and advertising in earnest. It's unlikely to move much of the TV budget in the near term. But if these results are replicated and repeated it will send a shockwave through the big agencies.