Verizon dominated digital advertising in the wireless industry lately, generating roughly 57 percent of the overall response including online views, searches and social actions, according to iSpot.TV.
FierceWireless has partnered with the ad-tracking firm iSpot.TV to provide regular snapshots of the wireless industry's advertising spending and digital engagement. The company said 19 wireless industry brands ran 110 TV spots more than 50,000 times during the 30-day period ending Sept. 15, racking up an estimated media spend of $270.5 million. Verizon ran 13 spots and spent “the vast majority of its attention” on “The Best Network Just Got Better,” which features Jamie Foxx and was viewed nearly 4.5 million times.
Sprint generated 18 percent of the industry’s digital response to TV ads during the 30-day stretch, second only to Verizon. The company’s 16 ads generated 1.1 billion TV impressions and 4 million online views, as well as 53,000 searches and 13,600 social actions. Its most engaging ad was “Hyped,” which features a former Verizon spokesman.
T-Mobile’s TV ads garnered the third-highest digital response, although its “Love Triangle” spot featuring Nicki Minaj was the second-most engaging wireless industry ad on TV. That commercial, which touts the carrier’s new unlimited data plan, generated more than 390 million TV ad impressions and 5,500 social actions, “almost entirely from the 18-34 demographic,” iSpot.TV said.
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