Samsung Vs. Apple In PLAs: Advertisers Spent 3X More On IPhone Ads Than Galaxy In Q2
iPhone-related keywords accounted for 45 percent of ad spend in new AdGooroo study.
Among the 327 advertisers found running Google PLAs on the keyword set, AT&T came out as the top spender at $5.8 million, followed by Sprint at $5.4 million. Retailers Best Buy and Walmart came in third and fourth respectively in spend. However, Best Buy scored the most impressions (38,642,000) and clicks (2,397,000) at an average click-through rate of 6.2 percent.
Bset Buy garnered the highest number of impressions in 9 out of the 13 weeks tracked. Walmart apparently ramped its program in June as impressions jumped 160 percent from May. And AdGooroo also saw that Verizon switched to a PLA campaign powered by Google-owned Channel Intelligence in early June.
AdGooroo found that spend was highly concentrated among the top three advertisers, which each spent over $5 million on PLAs during the second quarter. In contrast the average spend among the bottom three advertisers (HSN, TigerDirect and BuyDig) averaged just over $79,000 each.
Apple vs. Samsung
Apple iPhone-related keywords dominated the spend, with “iphone 5s” and “iphone 5c” each topping $4 million in total spend (remember this is before the iPhone 6 came out). Ads for the 5s model led with over 21.4 million impressions and 1.4 million clicks. Combined spend on “iphone”, “iphone 5s” and “iphone 5c” reached $10.4 milllion, or 39 percent of total PLA spending across the 339 mobile device keywords looked at in the study. An additional $1.4 million was spent on 42 other iPhone-related terms, bringing the total spend to $11.8 million and 45 percent share.
Advertisers spend on keywords related to Samsung’s Galaxy phone, by contrast, totaled $3.5 million. Only the keyword “samsung galaxy s4″ topped $1 million in spend. The other tracked keywords “samsung galaxy note 3″ ($663,000), “galaxy s4″ ($401,000) and “samsung galaxy s3″ ($251,000).
Interestingly, there were half as many advertisers and ads promoting iPhones as Samsung Galaxy phones via PLAs, yet the iPhone ads received twice as many clicks as the Galaxy ads.
By: Ginny Marvin