Press release
November 19th 2012. Adfonic, the smarter mobile buying platform, has released its Global AdMetrics Report for Q3 2012, showing that while Apple and Samsung both increased their share of ad impressions globally, Apple widened its lead over Samsung. This is despite the increasing popularity of new Samsung devices during Q3 such as the Galaxy S III, which reached Adfonic’s global Top Ten mobile devices by share of ad impressions, while Apple’s iPhone 5, released towards the end of the quarter, had yet to impact on Adfonic’s mobile advertising platform.Other key findings from the report are: -
- Apple and Samsung devices accounted for nine of the top 10 mobile devices by share of ad impressions
- New mobile devices experienced rapid adoption, with Samsung’s Galaxy S III reaching the global top ten by share of ad impressions within one quarter of launch
- Real-time Bidding (RTB) provided huge uplift for buyers and sellers across all channels
Adfonic’s Global AdMetrics Report is available from Adfonic’s website here.
Apple is winning the Apple v Samsung two-horse race
The Adfonic Global AdMetrics Report showed that, while Apple and Samsung both increased their share of ad impressions globally, Apple widened its lead over Samsung in Q3 [2012].
Apple’s share of ad impressions increased from 34 per cent in Q2 to 37 per cent, while Samsung’s increased from 23 per cent in Q2 to 24 per cent.
This meant that, while Apple and Samsung both increased their share of global ad impressions quarter on quarter, Apple actually extended its lead by 2 percentage points, to 13 percentage points.
Table: Adfonic Global AdMetrics Q3 2012 global ad impression share for Samsung and Apple
Victor Malachard, Adfonic’s CEO, said, “It is significant that, even though Samsung is making huge inroads in device ownership and gaining mobile advertising share, it is still losing ground to Apple.”
“And these results don’t take into account the impact of new Apple devices such as the iPhone 5, the iPad Mini and the new iPad, which will be felt during Q4.”
Meanwhile new Samsung products such as the Galaxy S III Mini will also start to appear. It’ll be very interesting to see how the Apple vs Samsung rivalry plays out during Q4 [2012].”
Apple and Samsung devices dominate Adfonic’s platform for share of ad impressions
Apple occupied the top two positions, with its iPhone and iPod Touch devices accounting for 29.3 per cent and 4.8 per cent of ad impressions globally.
Samsung took seven of the top ten positions with its Android-based Galaxy range of devices.
New mobile devices experience rapid adoption
The Adfonic Global AdMetrics Report also showed that new mobile devices can experience rapid adoption, achieving top ten positions by share of ad impression within just a few months of launch.
For example, Samsung’s Galaxy S III made it into the global top ten mobile devices by ad impressions, reaching sixth position with 1.4 per cent of all impressions despite only becoming widely available in July 2012.
In North America, Google’s Nexus 7 tablet achieved tenth place by ad impressions, accounting for 1.4 per cent of the region’s total impressions within five months of its June 2012 launch.
Table: Adfonic Global AdMetrics Q3 2012 top mobile devices by share of ad impressions
Table: Adfonic Global AdMetrics Q3 2012 top tablets by share of ad impression
Real-time Bidding (RTB) provides huge uplift for buyers and sellers across all channels
RTB – the means by which mobile ad inventory is bought and sold on a per-impression basis, via a programmatic instantaneous auction, similar to financial markets – provided significantly stronger results across every Adfonic channel, both for advertisers and publishers.
Table: Adfonic Global AdMetrics Q3 2012 uplift across channels from RTB-enabled inventory
The channel with the strongest RTB performance was Social Networking, which generated clickthrough rates (CTRs) of 127 per cent more than the average for non-RTB inventory, and effective earnings per thousand impressions (eCPMs) 663 per cent higher than the average for non-RTB.
The next strongest performing channels for buyers were Entertainment, with 82 per cent higher CTRs, and News, Sport & Information, with 71 per cent higher CTRs.
Victor Malachard, CEO of Adfonic, commented, “The fact that we’re seeing significantly stronger performance from RTB across all channels is an indication of how the mobile display advertising industry is changing.”
Programmatic mobile buying is proving itself through concrete results, and RTB will emerge as the dominant way to buy mobile media, especially when tied to the direct and broad access enabled through Demand-side Platforms (DSPs) such as Adfonic’s Madison.”
About the Adfonic Global AdMetrics Report
The Adfonic Global AdMetrics Report pulls data from Adfonic’s smarter buying platform to provide actionable insights to inform campaign planning and optimise performance.
It covers Adfonic’s regions worldwide, including North and South America, Europe, Africa and Asia, pulling in data from platforms including Android, iOS, RIM, Symbian and Windows, and channels such as games, entertainment, lifestyle, news and social networking.
The Adfonic Global AdMetrics Report also looks at key metrics such as inventory share, volume, clickthrough rates (CTRs) and effective earnings per thousand impressions (eCPMs). It includes sample demographic data to provide further insight into consumer response to mobile ads by age and gender.
More information on the Adfonic Global AdMetrics Report here.
About Adfonic
Adfonic is the smarter buying platform for mobile. It offers advertisers and agencies a smarter way to buy mobile inventory with the widest possible access to global mobile web and app inventory – over 100 billion global ad impressions each month through a single buying point.
Adfonic provides a truly global offering supported by local offices in London (HQ), Madrid, Munich, New York, Paris, San Francisco and Singapore.
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