Samsung Outspends Apple by $68M in Phone Advertising

After seeing Apple’s success as a result of a strong and focused advertising campaign – outspending Samsung three-fold in 2011 – the South Korean rival has responded by spending $68 million more on phone advertising than Apple did last year.

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According to a report issued by ad research and consulting firm Kantar Media (via the Wall Street Journal), Samsung spent $401 million advertising phones last calendar year in the US, compared to Apple’s $333 million spent for their marketing blitz on TV, billboards, Internet and print media.

“They understand how to build a strong product…and have been willing to invest to drive their success,” said Michael Sievert, chief marketing officer of T-Mobile USA Inc., a unit of Deutsche Telekom.

One of the major changes in Samsung’s strategy, besides outspending Apple, was a more focused branding. As the Kantar study points out, when it launched the Galaxy S3 last year Samsung insisted that all four national US carriers use the same name. This wasn’t an easy sell, because it broke the long practice of using different names on each network, but carriers agreed seeing the logic in promoting a consistent brand.

Samsung’s “The Next Big Thing is Already Here” campaign, which constantly poked fun at iPhone users, has contributed the South Korean manufacturer’s success, along with ads like the company’s Super Bowl TV ad from February poking fun at Apple’s worldwide patent litigation.

Apple’s iPhone, however, remains America’s most effective mobile phone brand, according to advertising analytics firm Ace Metrix. But the budget and its marketing
efforts pushed Samsung into second place for phones.

Technology enthusiast, rocker, biker and writer of iPhoneinCanada.ca. Follow me on Twitter or contact me via email: istvan@iphoneincanada.ca

  • FragilityG4

    It seems to be working … A lot of people have been dupped! Hahaha haters start hating!!

  • tom

    Hey man, I don’t disagree. Money that should’ve been spent on iPhone are now on Galaxy.

  • SimOllik

    no matter what, ill always opt to live in a “gated community” that has rules and traditions.

    “Samsung insisted that all four national US carriers use the same name. This wasn’t an easy sell, because it broke the long practice of using different names on each network, but carriers agreed seeing the logic in promoting a consistent brand”

    ^that’s why ill never sway from apple.

  • WatDaPhuck

    Samsung is like a big bully. At the beginning of school (mobile market), everybody thinks they know a little something about the course they are taking, but actually nobody really knows anything yet. During the course, the teacher (consumers) assigned the students (companies) with a project to create something new, something refreshing. A student, Apple, came up with a great idea called the iPhone. Everybody loved it. But Samsung, the bully that likes to get his hands on everything (electronics business in general), got a little jealous that the spot light was taken from him, decides to copy Apple’s homework (products) and call it his. Apple, acting like a straight A student he classify himself as, calls Samsung out, and reported to the principle (Court, judges), but the principle sees no harm in sharing good ideas, and told them “Let’s be nice to each other and share your ideas” (patent lawsuits fail). Samsung, now getting cockier that the principle is not coming after him, kept on copying Apple’s homework. Even got his friends (fAndroids) to start calling them names, and making fun (Samsung ads) of Apple and his friends (Apple fans). True story.