Rich media ads experienced a 235 per cent spike in impressions in the US, between November 2011 and January 2012, according to the MAP report from mobile ad network Mojiva. Over the three month period, gaming publishers saw a 24 per cent boost in impressions, while social and tech publishers saw an increase of 33 per cent.
The report also found that an average 70 per cent of users on the Mojiva network used wi-fi to browse the web or access their apps, rather than mobile data provided by a mobile operator.
“By analysing billions of ad requests from the North American region, we saw two strong trends around rich media and gaming,” says Amy Vale, Mojiva VP global research and strategic communications. “The increase in rich media impressions in mobile will continue to grow, as advertisers begin to realise its true value, and how consumers gravitate towards those ads. Mobile publishers should take note of this and ensure inventory is certified for these types of ad units.”
The report also holds good news for Mojiva itself, which continued to grow, achieving a global reach of 1.1 billion unique devices in January 2012.