Phoenix Marketing International Reveals The Leading and Lagging Advertisers In The New Wireless & Digital Home Ecosystem Audit

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

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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

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 by clicking 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 us to learn how to gain full access to the results.

About Phoenix Marketing International

Phoenix Marketing International is a premier global marketing services firm providing its clients with tailored, unique insight into their customers and markets via a wealth of existing proprietary data. Coupled with custom research products and the latest qualitative and quantitative techniques, Phoenix has extensive research experience across the Automotive, Financial Services, Healthcare, Converged Technology and Media, Restaurant, and Travel/Leisure sectors. From the strategic definition of consumer needs to effective marketing program implementation, PMI provides profit-driven market solutions and is committed to maximizing a client’s Return on Marketing Investment (ROMI) by leveraging the ability to attract and retain new business through cost efficient data acquisition and statistical modeling techniques. Founded in 1999 by Chairman and CEO, Allen R. DeCotiis and President, Martha Rea, Phoenix Marketing International has established its global presence with offices in major locations such as New York, New Jersey, Boston, Philadelphia, Raleigh/Durham, Detroit, and London.

Media Contact:
Marisa Katz
Marisa(at)LarkinVolpatt(dot)com
203 617 7228

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Kristin Johnson
Phoenix Marketing International
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