Apple may be the top smartphone manufacturer in the US, but it’s far behind Samsung when it comes to sharing of its video ads. In a new white paper, Unruly notes that social video viewers exposed to tech campaigns display increased brand favorability, brand association, and likelihood to purchase, while revealing that since it began tracking video ad shares, Samsung has accounted for a dominant 52.4% of them in the smartphone market.
In the all-time share of voice rankings (smartphone-only), Nokia actually finishes second (17.2% share of shares, excuse the pun), followed by Apple (9.4%) BlackBerry (6.7%) and Google (3.3%).
Interestingly, fringe player LG, which has accounted for just 0.2% of shares, has the best share ratio, with only 6 views for every share. By comparison, Motorola (another fringe player at 0.7% of shares and the worst performer by share ratio) has needed 298 views for each share. Apple actually beats Samsung in share rate (shares/views) by a healthy margin (4.5% vs. 2.9%).
- Apple iPhone 5 ads have underperformed, attracting one share per 56 views, in contrast to the 1 in 10 views for iPhone 4S ads.
- Samsung holds 2 of the top 3 most-shared smartphone ads of all time.
- In the tablet ad space, Samsung is also in the lead with 39.6% of video shares, followed by Microsoft (25.7%) and Apple (11.2%).
- Sony PS4 is trouncing Microsoft Xbox One in video ad shares, generating almost 9 times more shares.
- Grand Theft Auto 5 video ads has attracted the most gaming ad shares.
- Among browsers, Google Chrome accounts for almost 7 in 10 shares all-time, but just 11% in the past year.