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Other Winners Include Amazon Fire Phone, Beats, Bose, Canon, Intel, Nest, Microsoft and Sonos.
Ace Metrix a standard in television and video advertising analytics, today announced the top 15 highest scoring technology hardware ads of 2014, a list led and dominated by Samsung whose “Water Resistant” ad for the Samsung Galaxy S5 (video below) leads the list, powered by Information and Product Relevance. In addition to Mobile Devices, of which Amazon’s Fire Phone is also included, the list includes Cameras, led by Canon’s “Hollywood Caliber” ad; Computer Hardware, including ads from Intel, Microsoft and Samsung; Electronics, including ads from Bose, Nest and Sonos; and TVs, led by Samsung’s “Curved” ad.
“As a culture, we have a fascination with technology. Unlike other categories, people want to do more than connect on an emotional level, they want know about new devices and features. As such, consumers thirst for information content when it comes to tech advertising. Not surprisingly, some of the best technology ads according to viewers deliver the ability to convey this meaningful information,” said Peter Daboll, CEO of Ace Metrix. “Samsung and Amazon are both examples of brands that succeed largely by debuting product-focused ads that change consumers’ perceptions of the brand and create a desire for the product. It’s also interesting to see some new players in the field, such as Sonos and Nest, capturing viewers’ attention while teaching them about the new products.”
Top Tech Hardware* Ads of 2014 Ranked by Percent Above Category Norm (YTD)
| # | Brand/ Category |
Ad Title |
Cat. Norm |
Ace Score |
Percent Above YTD Category Norm |
Powered By |
| 1 |
Samsung Mobile Phones/ Mobile Devices |
Water Resistant | 592 | 739 | 24.9% | Information and Product Relevance |
| 2 |
Samsung Mobile Phones/ Mobile Devices |
Makes Everyday Better | 592 | 715 | 20.8% | Information and Product Relevance |
| 3 |
Canon/ Cameras |
Hollywood Caliber | 537 | 647 | 20.4% | Attention and Likeability |
| 4 |
Samsung Televisions/ TVs |
Curved | 605 | 716 | 18.3% | Change, Information and Desire |
| 5 |
Bose/ Electronics |
Carry Your Music | 536 | 633 | 18.1% | Information and Product Relevance |
| 6 |
Nest/ Electronics |
Spycam | 536 | 625 | 16.6% | Likeability and Information |
| 6 |
Samsung Mobile Phones/ Mobile Devices |
Don’t Be A Wall Hugger | 592 | 690 | 16.6% | Information and Product Relevance |
| 8 |
Samsung Hardware/ Computer Hardware |
Can Do | 583 | 677 | 16.2% | Information and Change |
|
9 |
Sonos/ Electronics | Fill Your Home (Super Bowl) |
536 | 617 | 15.1% | Information and Desire |
| 10 | Samsung Hardware/ Computer Hardware |
Galaxy Tab Pro 10.1: Multitasking |
583 | 666 | 14.3% | Information and Desire |
| 11 | Samsung Hardware/ Computer Hardware |
Incredible | 583 | 665 | 14.1% | Change and Product Relevance |
| 11 | Intel/ Computer Hardware |
In The Lab | 583 | 665 | 14.1% | Desire, Attention and Likeability |
| 11 | Amazon Fire Phone/ Mobile Devices |
Fire Phone | 592 | 675 | 14.1% | Change and Information |
| 14 | Beats Audio/ Electronics |
The Right Music :60 (Super Bowl) |
536 | 611 | 14.0% | Attention and Likeability |
| 15 | Microsoft Hardware/ Computer Hardware |
Real Work | 583 | 660 | 13.3% | Information and Product Relevance |
*Definition: Technology Hardware includes the following categories: Cameras, Computer Hardware, Electronics, Mobile Devices and Televisions. Each of these categories has its own norm, shown above. The percent above category norm is calculated based on the individual 2014 YTD category norms. The Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. A unique sample of 500+ people, representative of the U.S. TV viewing audience scores each ad. The results are presented on a scale of 1–950, which represents scoring on creative attributes such as Persuasion, Likeability, Information, Attention, Change, Relevance, Desire and Watchability. This list represents the top 15 Tech Hardware Ads of 2014 to outperform their category year-to-date norm as of December 4, 2014.
What’s in Samsung’s Special Sauce?
With seven of the top 15 tech hardware ads, what is Samsung doing right in its advertising? For Mobile Devices, the brand is winning by providing appropriate and relevant information to consumers. For example, consumers affirmed that water resistance was relevant and important to them based on responses to the number one ranked “Water Resistant” ad, which scored 24.9 percent higher than the Mobile Devices 2014 YTD norm. The Brand’s “Makes Everyday Better” ad touts the impressive features of the Galaxy S5, scoring 20.8% higher than its category norm. Samsung’s “Don’t Be A Wall Hugger” ad displayed very relatable scenes of consumers sitting near outlets while charging their phones. The ad’s Relevance score came in 23 percent above the norm for Mobile Devices, meaning consumers felt this ad was very relevant to their own lives.
With well-known scenes from popular cinema, Samsung’s “Curved” ad showcased the brand’s new Curved TV, scoring 18.3 percent higher than the average 2014 Television ad. The ad impressed men and women equally and won by encouraging desire among consumers, changing their perceptions and providing information. Samsung’s “Can Do” ad comparing its Note tablet to other popular products like the Kindle Fire and iPad succeeded with an Information score 21 percent higher than average. “Incredible” features a variety of Samsung hardware, from its Curved TV to the Galaxy S5. The 90-second spot earned a Relevance score that was 18 percent above norm and an Information score of 12 percent above norm.
Other Winning Ads Powered By Information
Bose’s “Carry Your Music” is a product-focused ad that attracted the attention of every age and gender demographic nearly equally. The ad drew especially high scores in terms of Desire, Relevance and Information, 16 percent, 18 percent and 15 percent above the Electronics norm, respectively.
Sonos’ “Fill Your Home” ad from the Super Bowl won on both Information as well as a strong Desire score, which was 15 percent above the Electronics norm.
Amazon’s ad “Fire Phone” achieved a score 14.1 percent above the 2014 Mobile Devices norm YTD. The ad earned an Information score 19 percent above norm, and 36 percent of consumers indicated that the new phone was the best thing about the ad.
Microsoft’s Surface tablet ad “Real Work” earned a high score for its featured product and the information that was given in the ad. Six percent of consumers said that they “love” the concept of having a tablet replace their full-time laptop and 7 percent mentioned that the product looked “cool.”
Winning Ads By Breakthrough Potential
The top ad drawing strength through breakthrough measures of Attention and Likeability is Canon’s “Hollywood Caliber.” Forty-three percent of consumers indicated that the best thing about this ad was the visual scenes. The strong visuals produced a strong emotional response, with the ad’s Emotional Sentiment score coming in 25 percent above norm.
Nest’s “Spycam” ad featuring a “talking” dog, earned both an Information score 20 percent above norm and a Likeability score 15 percent above norm. Eighteen percent of consumers mentioned how “cute” the ad and dog were while 6 percent mentioned that they found the ad “funny.”
Intel’s recent humorous spot “In The Lab” garnered high Attention and Likeability scores, 12 percent and 15 percent above the 90-day Computer Hardware norm, respectively. Eighteen percent of consumers said the ad was “funny” with 7 percent calling out the name “Sheldon” (actor Jim Parsons) from The Big Bang Theory.
Beats’ “The Right Music” ad featuring Ellen DeGeneres is the second Super Bowl ad on the list, earning an Ace Score of 611, 14 percent higher than the Electronics 2014 YTD norm. Ellen helped bring the ad high scores in Likeability and Attention, 13 percent and 11 percent above the 90-day norm, respectively.
