While Samsung is the leader in mobile device advertising – far outspending its rivals for commercials targeting the U.S. market – the firm’s advertising dollar advantage is shrinking, with Samsung’s rivals increasing advertising expenditures by 33% in 2013 over the previous year.
According to ad research company Kantar Media, the top seven U.S. smartphone makers spent over $1.3 billion in 2013 on advertisements for print, TV online, radio and outdoor venues. Apple spent $351 million last year, with the bulk of that money ($339 million) going toward TV ads.
Apple increased its ad spending by 5% year-over-year for its iPhone, while Samsung scaled back their efforts, cutting back 10% in the U.S. The gap between the two firms now amounts to $12 million, far less than the $68 million difference in 2012.
Samsung routinely targets rival devices in its aggressive Galaxy ad campaigns. A new commercial in the series, (seen above), debuted this week. Samsung’s tagline, “The Next Big Thing,” reportedly infuriated Apple executives, leading to a recently discovered tense email exchange between Apple marketing head Phil Schiller, and the company’s ad agency, TBWA/Media Arts Lab.