iOS (45 per cent) and Android (38 per cent) devices currently account for 83 per cent of the ad impressions on Adfonic’s global ad network, according to the company’s inaugural Global AdMetrics Report.
iOS is particularly strong in Asia and Europe, where it delivers 52 per cent and 41 per cent of ad impressions respectively. Android is the biggest platform in N. America, accounting for 46 per cent of ad impressions, and occupies a close second position in S. America on 35 per cent, compared to 38 per cent on iOS, but it has some catching up to do in the rest of the world.
Symbian is relatively popular in Africa (20 per cent) and Asia (8 per cent), but its proportion of ad impressions is negligible in other regions. In terms of clickthrough rates, mobile ads on devices using Android outperform those served to devices using iOS in entertainment, lifestyle and social networking mobile apps and sites. Despite its current problems, RIM nonetheless has two BlackBerry handsets among the top eight devices by volume of ad impressions, and while devices using Windows Mobile or Windows Phone 7 currently make up a small proportion of global ad impressions, it is interesting to note that these operating systems demonstrate very positive click-through rates. The top eight devices by volume of ad impressions are:
- iPod Touch
- Samsung Galaxy S2
- Blackberry Curve 8520
- Samsung Galaxy S
- Samsung Galaxy Ace
- Blackberry Torch 9800
In line with wider industry trends, apps and mobile sites featuring games enjoy the biggest proportion of mobile ad impressions, accounting for 44 per cent in Europe and for more than 30 per cent across all other regions except Africa. Games content also sees the strongest clickthrough rates globally of any content category, and generates the highest earnings for publishers and developers.
The entertainment category accounts for roughly a fifth of all ad impressions across all regions, with the exception of Africa, and also sees consistently good clickthrough rates worldwide. Social networking content accounts for the fewest ad impressions, although in Africa this accounts for over a third of ad impressions.
On the Tablet front, the report reveals a 36 per cent higher CTR on Android Tablets than on Android smartphones in the US. In particular, the Android-powered Kindle Fire is taking off, with a significant 13 per cent share of advertising inventory, and the highest CTR of all formats.
The report is based on traffic in Adfonic’s global mobile ad network. By analysing data on a global scale, and breaking this down by region, platform, channel and device, the company says, the Global AdMetrics Report helps Adfonic’s advertisers and publishers to plan and deploy their mobile strategies more effectively. The data is also being used to drive increased levels of performance, as Adfonic’s algorithms optimally match advertisers and publishers and maximise the value created for both.
“The Global AdMetrics report enables us to share insights to support advertisers and publishers in driving the most value from mobile advertising, by making educated decisions when considering platforms, channels or geographies,” says Adfonic co-founder and CMO, Paul Childs. “The reach and performance of the games channel in particular, represents a significant opportunity for app developers to generate revenue from mobile advertising. The higher CTRs that we are seeing within this channel are indicative of the greater propensity of consumers to click on mobile ads whilst interacting with apps and sites in their leisure time.”
The full report is available here.