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Smartphone Ads Performing Above Average

July 29, 2021

In todays’ digital-focused society, so much of how we live, work, and interact with others happens on a mobile device. On the whole, ads for smartphones tend to be more attention-grabbing and visually appealing than others, and for good reason. Most consumers run their lives from their mobile devices, so choosing a new phone is a big decision that requires extra effort on the part of the advertisers.

But with a saturated market and the latest models that render all others obsolete dropping every year, it can be challenging for consumers to differentiate between brands.

So far this year, Apple, Samsung, and Google have all released ads for their latest smartphones, ranging from shatterproof or foldable screens, enhanced cameras and resolution, to even offering automatic emergency assistance. But which are making consumers want to wait in line to get their hands on one? We used our in-market measurement solution Phoenix Brand Effect to break down the performance of some of these ads to find out.


On the whole, all three of these ads performed above norm in all metrics, but one stands out from the rest. Apple’s “Fumble” ad is the top performer in the group, propelled by their strong Ad Memorability. Their portrayal of an all-too-real situation many of us faced in the past was relatable to consumers, and the ad proposed a solution to this real-world problem (stronger glass on the screen.) The smooth pacing of the ad, coupled with engaging music, gave this ad the boost needed to win the top slot.

Samsung makes us all reminiscent of the early-2000s with their reintroduction of a flip-style phone with their ad “Flex Your Own Way.” The ad’s gripping visuals and close-up shots of people interacting with the device did a great job at grabbing viewers’ attention. The new, foldable feature of the product itself also helped keep viewers interested with its buzzworthy appeal and successfully differentiated the brand from others in the market.

Coming in third but still above the norm is Google Pixel’s “The Crash that Called,” which depicts a man who was in a car accident and, when his Google Pixel phone detected the crash, offered to call 911. This ad’s strong Ad Memorability scores were aided by the engaging and relatable storyline in which the phone was the hero; this premise also helped lift the ad’s Brand Linkage.

Interested to see how these campaigns performed on a brand level or looking for additional insights into the why’s behind the performance of these ads? Contact us!



Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).

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