The Leading and Lagging Advertisers In The New Wireless & Digital Home Ecosystem Audit

A story about these findings recently appeared on Media Post

Sony, Verizon FiOS, Samsung, LG and Amazon lead the pack while HTC, DirecTV, Netflix and Comcast lag in their advertising efforts

Warrington, PA  – Phoenix Marketing International, one of the top consultative research companies in the U.S., today revealed details from the company’s new Wireless & Digital Home Ecosystem Audit. The full audit analyzes the television, desktop, laptop, tablet, TV content, home phone, Internet, wireless and mobile handset markets and provides insights into how brands are being viewed when it comes to advertising, branding and messaging. More details on the Wireless & Digital Home Ecosystem Audit can be found online here.

Ads from Sony, Verizon FiOS, Samsung, LG and Amazon were the ads that consumers were most attracted to.

  • The top ads featured real people in real life situations, demonstrated an assortment of technology and innovation, highlighted happy people without being too obnoxious and were simple, informative and believable.
  • Samsung’s “you got to see this” advertisement, which scored amongst the highest for believability and being informative, yielded a positive lift to consideration on almost 2/3 of consumers who viewed the ad.

HTC, DirecTV, Netflix and Comcast were the laggards. The following highlights some of the findings in the study.

  • Consumers stated that the ads from HTC, DirecTV, Netflix and Comcast lacked product information, were too gimmicky, confusing and obnoxious and also focused too heavily on sports.
  • DirecTV’s ‘game changer’ ad, which highlighted sports programming, scored significantly below average on all ad attributes measured and yielded a positive lift to consideration for less than 10% of those that viewed the ad.

“Our research shows that consumers view the television, computer/tablet, triple play and wireless space as very connected and we wanted to take a closer look at the impact of the messaging within the whole ecosystem,” said John Schiela. “Overall, we found that multi-product advertising showing innovation and featuring direct product comparisons are strong front runners across the entire ecosystem.”

The research also studied purchase intent and the following represents a few of the consumer insights uncovered in the research.

  • The research showed dramatic shifts in performance in about 1/3 of the ads tested among the near term purchase intender consumers.
  • Nine ads showed significantly stronger performance among purchase intenders, while nine other ads showed significantly weaker performance among the intender group.
  • While the bottom 10 ads still stay in the bottom, two ads that performed average jump into the top ten based on purchase intenders. Both of these are in the television manufacturer category and included Vizio and Samsung.

The full audit also addresses brand analysis, binge viewing, net promoter score as it relates to messaging and tech segment analysis. Analysts also have the ability to drill down into any of the categories or by multi-brand and multi-product categories. Contact John Schiela to learn how to gain full access to the results.

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