• April 20, 2011

T-Mobile's recent "Cowboy" phone ad (featuring a Nokia phone) topped all wireless provider ads since Jan. 1 as the most effective, according to Ace Metrix.

Verizon and T-Mobile suitor AT&T demonstrated a neck-and-neck race in ad effectiveness, equally dominating the Top 10 Wireless Provider category with four spots each.

In the wireless device category, Samsung's "Feel Free" Galaxy tablet ad was the most effective ad since January 1. Category-dominating Apple trailed closely behind with its highly effective iPad 2 ad, which broke during the NCAA Championship game. Four of Apple's other ads in the top 10 promote the iPhone, and most include a cross-promotion with either Verizon or AT&T. 

The aggressive marketing efforts by Samsung, Apple, AT&T, and Verizon demonstrate the race for market share within the highly competitive wireless services and device categories, said Peter Daboll, CEO of Ace Metrix. "The absence of marketing activity from HP's Palm is notable, as well as the fact that ads from Sony, Windows/Microsoft, and BlackBerry scored lower Ace Scores, ranking outside of the Top 10 Most effective," he says.--Tanya Irwin