Pierpont Communications, Inc.

Just a few months after Apple introduced advertising for its iPhones and iPads, a Nielsen advertising effectiveness study found consumers who saw iAds for Campbell's Soups were twice as likely to remember it when compared with a television ad. The research also found that people who saw the ad on their Apple devices were four times more likely to buy Campbell's products.

Likewise, Nissan reported in August that iAds generated five times more interest than traditional online display ads. Unilever reported similar success for its Dove brand iAd campaign.

Some believe the effectiveness of iAds may be related to their exclusive targeting of a more affluent demographic of early adopters (as iAds are only visible on Apple's iPhone, iPod touch and iPad). Another effective trait is that the iAd directly interacts with the audience, rather than just being overlooked on television or in a banner ad.

Apple’s purchase of Quattro Wireless last year for an estimated $275 million makes it clear they want to set the standard for mobile ads. I suspect Apple is hoping to use this research to persuade marketers to go with the iAd format instead of more traditional advertising venues. But what Apple wants in return is hefty: A reported commitment of as much as $1 million in media spending from a marketer.

With that said, online adverting network Chitika reviewed ad click rates for the iPhone and the Android. The company concluded that people on the Android OS clicked on ads 81 percent more often than people on the iPhone – making the Android users “more valuable” consumers. Chitika says, however, that iPad users are more likely to click ads than their iPhone-using contemporaries – which may be attributed to the difference in display size.

Millennial Media, the largest independent mobile advertising network, says Android is now the biggest mobile advertising destination. About 46 percent of impressions on the network were on Android devices compared to 32 percent on Apple’s. While there still isn’t an Android device that can attain the advertising power of the iPhone, this is a good indication of things to come.

However you look at it, this makes me wonder: Will some of next year's Super Bowl advertisements slip off television and onto the Android or Apple-crafted screens in your backpacks, purses and pockets?