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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