Surface TV ad "most effective" tablet ad of the year

You know that behemoth in the tablet space known as the iPad? Well apparently despite it selling quite well this year, Apple's advertising team hasn't done quite as good of a job marketing the tablet as Microsoft has done with the Surface. Video advertising analysis firm Ace Metrix has labelled the 30-second TV spot Surface ad the "most effective" tablet-only ad to air this year.

The Surface TV ad managed to gain an Ace Score of 674 - beating the Galaxy Note 10.1 ads in September - while scoring particularly high in the "change", "desire" and "attention" areas of the Ace Score. According to Ace Metrix each ad is show in front of 500+ consumers alongside other advertising, who then vote on various areas of how effective the ad was. You can read more on their methodology here.

Peter Daboll, CEO of Ace Metrix, had this to say about Microsoft's recent campaign:

iPhoria is wearing off in the tablet market, and the introduction of the Surface has given Microsoft quite a few 'cool' points among consumers. The new Surface ads have flipped the 'Mac vs. PC' campaign on its head introducing intense aspiration among consumers, as evidenced by very high 'change,' 'desire,' and 'attention' Ace scores

The Ace Score is not always a direct reflection of how many sales a certain product will get based on its advertising, but it's certainly a step in the right direction for Microsoft who's betting big on Windows 8/RT and Surface.

Source: MediaPost

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Most effective? It looked like an advert for an upcoming episode of GLEE.

what can I do on these tablets apart from click with a colored keyboard? Can I run all my windows apps that I run today? Can I run outlook? I really need Outlook on my tablet.

If you're advertising a tablet device by having a bunch of people dance, rather than showing what the tablet can do, then you know you've got a flop.

Rolando said,
If you're advertising a tablet device by having a bunch of people dance, rather than showing what the tablet can do, then you know you've got a flop.

You understand your statement is a blatant contradiction to the facts presented in the article, right?

Since they've got an ad out that shows what the tablet can do too, I'll assume you're of the opinion it won't flop:

http://www.youtube.com/watch?v=yswUFCD1x0A

Considering the way that they are swinging around the Surface by the keyboard, that keyboard must have kickass magnets on it.

I really like this ad. It shows off what the Microsoft Surface can do. Very effective. I per-ordered one because I can never dance that good. I per-ordered different color keyboards too since it might be associated with a particular dance mode. Can't wait to get mine in the mail.

WalterEgo404 said,
I really like this ad. It shows off what the Microsoft Surface can do. Very effective. I per-ordered one because I can never dance that good. I per-ordered different color keyboards too since it might be associated with a particular dance mode. Can't wait to get mine in the mail.

I agree although it doesn't show off the software that much I think the ad is effective because it gets the product noticed by consumers. I pre ordered mine today but I just went with the black touch cover, should be useful for taking notes at uni and writing my dissertation.

sanctified said,
How in hell does this sell the product?

This ad is really about getting the Surface name out there and getting it noticed by the average consumer and not about showing features at this point.

sanctified said,

It's a vanity ad. Not a functional one.

Sure, but the first step is to make people aware of the Surface. You and I, and other tech-followers know about it. But most consumers don't even know that it exists.

And you are right about the functional ads. They are very important. And are sure to come soon, otherwise the users would face a lot of confusion.

Commercial is ok... if it was 2004...then to make matters worse you see the GUI and ugh time to change the channel

Sonne said,
Commercial is ok... if it was 2004...then to make matters worse you see the GUI and ugh time to change the channel

no, the best ad is a guy in front of a white background showing a static icon grid :-)

Sonne said,
Commercial is ok... if it was 2004...then to make matters worse you see the GUI and ugh time to change the channel

Are you upset that Microsoft is about to take a bite out of your Apple mate?

I agree that the ad was great. Perfect for the Surface brand and the product itself. It was a breath of fresh air compared to all the crappy android ads showing off proprietary features and apple ads with guys on white backgrounds talking about how great their products are.

I really like that spot but it has to be shown with the ( Learn more about Surface) spot to be really effective.

Learn more about Surface
watch?v=8mSckyoAMHg

rdlind said,
"iPhoria is wearing off..." I certainly hope so. Getting so tired of their iSheep manure.

Do you call people iSheep in real life?

Personally if someone talked **** to me because I owned an Apple product, they'd get their ass kicked.

SURFACE OMFG. it's like the iPad came out ALL OVER AGAIN, except this time we're not rejoicing about a new 'toy' that came out! Something useful! WOOT!

work hard, troll hard.
**** the ipad.

g0ld1e said,
SURFACE OMFG. it's like the iPad came out ALL OVER AGAIN, except this time we're not rejoicing about a new 'toy' that came out! Something useful! WOOT!

work hard, troll hard.
**** the ipad.

Does it matter if someone uses the iPad as a toy or something useful?

g0ld1e said,

Nope, just stating what it truly is.

So college is play time now? I know plenty of people who use their iPad to go to college online using the Blackboard app.

ILikeTobacco said,
So college is play time now? I know plenty of people who use their iPad to go to college online using the Blackboard app.

No I completely respect that, but really, a Microsoft Surface would work much better than the iPad in a classroom environment in my opinion. Maybe a revision should be made, the iPad is a toy compared to the surface

ILikeTobacco said,
So college is play time now? I know plenty of people who use their iPad to go to college online using the Blackboard app.

No I completely respect that, but really, a Microsoft Surface would work much better than the iPad in a classroom environment in my opinion. Maybe a revision should be made, the iPad is a toy compared to the Surface because of the ability to use a fully functional Microsoft Office + the "pro" version gives you the ability to run x86 applications in a familiar desktop environment! You get a computer instead of a dumbed down os with 'future' updates

g0ld1e said,
Wow. Fail. Sorry posting on my Galaxy sucks lool

Don't just blame your Galaxy. Neowin's posting function is incredibly wonky and feels like it was half designed to encourage clicking Add over and over and over.

g0ld1e said,

No I completely respect that, but really, a Microsoft Surface would work much better than the iPad in a classroom environment in my opinion. Maybe a revision should be made, the iPad is a toy compared to the surface

Um? All tablets do the same thing. And MS office is coming to the iPad. So I guess once MS office hits the iPad it'll be the best tablet, because after all it is the best built tablet on the market.

Binary said,

Um? All tablets do the same thing. And MS office is coming to the iPad. So I guess once MS office hits the iPad it'll be the best tablet, because after all it is the best built tablet on the market.


that was proved to be false

I want that keyboard!

But I asked this in another Surface topic, but lost it. Is this running the Windows Phone OS or going to actually be running Windows 8?

Dinggus said,
I want that keyboard!

But I asked this in another Surface topic, but lost it. Is this running the Windows Phone OS or going to actually be running Windows 8?

Surface RT (which is launching on the 26th) will run Windows RT (Which is Windows 8 for ARM) and the Surface Pro (launch is supposedly ~3 months after the RT) will run a full x86 (Not sure if it will run the 32 bit or 64 bit version, but I'm betting on it being 64 bit) edition of Windows 8

Sraf said,

Surface RT (which is launching on the 26th) will run Windows RT (Which is Windows 8 for ARM) and the Surface Pro (launch is supposedly ~3 months after the RT) will run a full x86 (Not sure if it will run the 32 bit or 64 bit version, but I'm betting on it being 64 bit) edition of Windows 8

Thank you. I think Microsoft is definitely taking it to the next level then. Imagine having OSX on an iPad, I would probably get rid of my iMac for good!

Dinggus said,
I want that keyboard!

But I asked this in another Surface topic, but lost it. Is this running the Windows Phone OS or going to actually be running Windows 8?

Windows 8 - x86 apps = Windows RT. It's almost Windows 8.

Sraf said,

Surface RT (which is launching on the 26th) will run Windows RT (Which is Windows 8 for ARM) and the Surface Pro (launch is supposedly ~3 months after the RT) will run a full x86 (Not sure if it will run the 32 bit or 64 bit version, but I'm betting on it being 64 bit) edition of Windows 8


Surface Pro has 4GB of RAM, so it is most certainly Windows 8 x64.

xpxp2002 said,

Surface Pro has 4GB of RAM, so it is most certainly Windows 8 x64.

Yes, that's what leads me to by betting on it

Dinggus said,

Thank you. I think Microsoft is definitely taking it to the next level then. Imagine having OSX on an iPad, I would probably get rid of my iMac for good!

get the Modbook pro

I really would not call it the most effective add. I asked my parents what they thought of the ad. They no idea what was the ad was for. They didn't even know Microsoft made computers.

Melfster said,
I really would not call it the most effective add. I asked my parents what they thought of the ad. They no idea what was the ad was for. They didn't even know Microsoft made computers.

At the end of the ad, it should have been abundantly clear that a tablet computer with a clip on keyboard was being advertised and that Microsoft now makes computers.

Melfster said,
I really would not call it the most effective add. I asked my parents what they thought of the ad. They no idea what was the ad was for. They didn't even know Microsoft made computers.

Because they didn't until the Surface?

siah1214 said,

Because they didn't until the Surface?
Microsoft is known as a software company, not a hardware company, unless you really want to include the mouse as making it a major hardware manufacturer. Go to the Microsoft web store and look at the computers. You won't find one made by Microsoft. It's all Dell, HP, Samsung, etc.

Melfster said,
I really would not call it the most effective add. I asked my parents what they thought of the ad. They no idea what was the ad was for. They didn't even know Microsoft made computers.

that's probably because the surface is their first??

I heard the complaints about this ad not showing anything other than the click in keyboard. And to be honest, I'm glad they didn't go into a diatribe about functions and capabilities. This ad is about emotion and trying to get that personal connection to a new product. I showed this to my wife and she immediately was interested and went online to learn more about it. We both have iPads. I'm a Systems/Network admin and knew about it so I don't count myself as a good research candidate. My wife is a teacher and her two largest complaints about the iPad are that it doesn't have Office and multitasking is not useful. She can't use it to replace her laptop for anything but the simplest tasks. If the Surface can do what she wants with the multitasking she said she would gladly ditch it. Maybe this kind of teaser will entice others to look into it.

Drewidian said,
I heard the complaints about this ad not showing anything other than the click in keyboard. And to be honest, I'm glad they didn't go into a diatribe about functions and capabilities. This ad is about emotion and trying to get that personal connection to a new product. I showed this to my wife and she immediately was interested and went online to learn more about it. We both have iPads. I'm a Systems/Network admin and knew about it so I don't count myself as a good research candidate. My wife is a teacher and her two largest complaints about the iPad are that it doesn't have Office and multitasking is not useful. She can't use it to replace her laptop for anything but the simplest tasks. If the Surface can do what she wants with the multitasking she said she would gladly ditch it. Maybe this kind of teaser will entice others to look into it.
You could always try not lying to her and let her download iWork so she doesn't continue falsely believing office isn't really on the iPad.

ILikeTobacco said,
You could always try not lying to her and let her download iWork so she doesn't continue falsely believing office isn't really on the iPad.

iCreeps, iWork just sucks donkey dooo. I'm sure he already told her about is.

ILikeTobacco said,
You could always try not lying to her and let her download iWork so she doesn't continue falsely believing office isn't really on the iPad.

She did try it and didn't like the way it handled real Office documents. Like most alternatives, they don't handle complex documents from Word, or Excel well, and she has her students using a lot of the more complex features from office for indexing, linking and imbedding objects, and writing papers. Try again.

Oh... and F#*(@#& You for saying I lie to my wife. Maybe you don't try your best to help your partner, but I do everything I can to help her.

ILikeTobacco said,
You could always try not lying to her and let her download iWork so she doesn't continue falsely believing office isn't really on the iPad.
no wonder you like tobacco. been smoking lately?? Office for RT comes standard and iWork is $15?? i report you decide

offroadaaron said,
Meh, these types of ad's have been done to death haven't they? It's catchy but they didn't need the surface in there to do that.

It caught my mom's attention (probably the least tech person I've met) and my little brother's (who has an ipad), so it must have done something right.

offroadaaron said,
Meh, these types of ad's have been done to death haven't they? It's catchy but they didn't need the surface in there to do that.

It is not about saying you need a Surface to do this. It is about evoking an emotion. Like when you are selling clothes or a certain cologne. You don't need this certain set of clothes or this cologne to do what they do in the commercial. This commercial says that the surface is cool/colorful/etc. while letting you see how beautiful the device is. Also the dancing/music help keep people's attention. It is a lot more interesting than just someone talking or showing off the device.

Love the ad, I find it cool, I find it that it shows the product and that Surface is just Awesome looking. 2 Surface in my book and if anything I would be giving it out as a gift for a few people.

nickcruz said,
Love the ad, I find it cool, I find it that it shows the product and that Surface is just Awesome looking. 2 Surface in my book and if anything I would be giving it out as a gift for a few people.

You need to edit ^[this]