Millennial Media Opps: Apple launches iPhone campaign amid rising TV spend (Score 60)

In its new iPhone commercial, Apple promotes the safety of the phone's apps, offering comfort to those worried about online tracking. Developed by creative AOR TBWA/Media Arts Lab, it rolled out across broadcast TV and various digital properties such as social media.

While this is not the iPhone's first safety-related creative work, it does seem to be the first to promote its new privacy interface, through which consumers can reportedly decide whether or not their apps can track them.

So far this year, iSpot reports Apple has spent approximately $85.9m on national TV commercials for the iPhone, up 42% from the approximately $60.5m it spent within the same 2020 timeframe. The brand ended up spending approximately $174.5m on this channel last year, down 35% from the approximately $267.2m it spent in 2019. The iPhone's commercials of 2021 have targeted male sports enthusiasts through shows such as College Basketball, NFL Football, The Oscars, NBA Basketball and The Voice.

According to Pathmatics, the brand has allocated roughly $4.4m toward digital ads YTD, only around a quarter of the roughly $13.5m it had allocated by this point last year. The iPhone's estimated full-year spend of 2020 of $62.2m more than doubled that of $27.2m in 2019. Since the beginning of 2021, it has earned ~323.5m digital impressions via desktop video (53%), mobile video (36%) and Twitter (10%) ads. 95% of this year's desktop video ads and 100% of this year's mobile video ads have been placed site direct onto youtube.com.

As you can tell, the iPhone's TV spend is picking back up speed, leaving its digital spend in the dust. This signals a target demographic consisting primarily of millennials; remember, its TV commercials also particularly target men. Per Kantar data, Apple also promotes the iPhone via local broadcast; the brand holds planning conversations in Q1 and buying conversations in Q4.

Agency & martech readers - We haven't heard of any roster shifts since Apple promoted Apple Fellow Phil Schiller, so your window of opportunity may not yet have closed. TBWA, Critical Mass and Elephant handle creative; OMD's Los Angeles and San Francisco offices split media.