Login

Samsung's ads are working, but not as well as it wants

Weird Samsung Iceland ad

Relentless advertising has helped Samsung take top spot in the global smartphone market, but it's also given the company another title: it's one of the biggest ad spenders around. According to Reuters, Samsung spends a far larger percentage of its annual revenue on promotion than any of the world's other top-20 companies by sales. Last year, it reportedly spent $4.3 billion on ads — thoroughly dwarfing Apple's spending of just $1 billion — and this year, Samsung is expected to vastly exceed that with spending of around $14 billion on promotion.

But Reuters reports that the huge marketing push hasn't necessarily been effective. A number of Samsung's campaigns and promotions have been panned, and they still haven't perfectly sold consumers on the image of innovation that it's looking for. "When your brand doesn't have a clear identity, as is the case with Samsung, to keep spending is probably the best strategy," Moon Ji-hun, managing director at brand consultant Interbrand, tells Reuters. Reuters takes a look at Samsung's latest advertising efforts — including its planned push of the poorly reviewed Galaxy Gear smartwatch — and reports that so much spending may be more needed for a company with such varied products.

The Verge
X
Log In Sign Up

forgot?
Log In Sign Up

Please choose a new Verge username and password

As part of the new Verge launch, prior users will need to choose a permanent username, along with a new password.

Your username will be used to login to Verge going forward.

I already have a Vox Media account!

Verify Vox Media account

Please login to your Vox Media account. This account will be linked to your previously existing Eater account.

Please choose a new Verge username and password

As part of the new Verge launch, prior MT authors will need to choose a new username and password.

Your username will be used to login to Verge going forward.

Forgot password?

We'll email you a reset link.

If you signed up using a 3rd party account like Facebook or Twitter, please login with it instead.

Forgot password?

Try another email?

Almost done,

By becoming a registered user, you are also agreeing to our Terms and confirming that you have read our Privacy Policy.
Spinner.vc97ec6e

Authenticating

Great!

Choose an available username to complete sign up.

In order to provide our users with a better overall experience, we ask for more information from Facebook when using it to login so that we can learn more about our audience and provide you with the best possible experience. We do not store specific user data and the sharing of it is not required to login with Facebook.