State of Mobile Advertising Reports

The State of Mobile Advertising – February 2013

The February edition of The State of Mobile Advertising report highlights the top 3 devices in the U.S., Asia and Europe as well as impression break down by tablets, app category, geography and OS as well as publisher eCPMs and CTRs by country.

Key Highlights:

• iOS devices accounted for 8 out of every 10 devices, by impression.
• Advertiser demand remains consistent with iOS, garnering more than 60% of impressions for the past 6 months.
• Games and Entertainment apps continue to lead in impression share, with 47.8% and 24.3% respectively.
• Weekends saw the highest levels of app usage, with Sundays accounting for 15.7% of all impressions served.
• iPads are dominating tablet usage; Android tablets only make up a fraction of impressions at 0.7%
• Despite a lower share of impressions, Android users are more likely to interact with ads; Android saw nearly a 50% higher CTR than iOS in February.

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The State of Mobile Advertising – 2012 Year in Review

Our State of Mobile Advertising: 2012 Year in Review report explores how Apple got its groove back, what devices might be hot for 2013, interesting data on countries that saw the highest engagement, and more key findings throughout the year.

Key Highlights:

• Consumers in emerging markets are more likely to click through to an ad-three out of the top five countries with the highest CTR are emerging markets. Brazil leads the pack with an average CTR of 2.58%, while China trails close behind at 2.4%. Italy comes in third at 2.18%, while Russia places fourth at 1.88%.
• Despite the popularity of the Galaxy S3, which was released at the end of May, the iPhone 5, released in mid-September, was able to match impression share by the end of November.
• Android lost significant market share in 2012 - with an average of 37% market share compared to 53% in 2011. At the end of 2012, iOS held a 63% average share of the market.
• The iPad Mini saw more total impressions in November than the Samsung Galaxy Tab 10.1 did in the entire year - 20x more impressions.
• The category that saw the highest growth in impressions between January and the end of November was Photography - impressions served on photography apps grew 289.7%.
• Throughout the year, Wi-Fi impressions consistently beat out carrier impressions by a margin of 3:1. This behavior may indicate a surge in tablet usage which tends to take place at home or work where Wi-Fi is more available.
• AT&T takes a huge chunk of impression share in the U.S. - almost twice the share of Verizon and more than four times the share of T-Mobile.

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The Year of the Tablet

Featured in MediaPost and Adotas, our Year of the Tablet report is focused on the rapidly growing tablet marketplace and highlights impression trends across all devices in 2011.

Key Highlights:

• In early 2011, the iPad had 12x the impression volume of its nearest competitor, the Samsung Galaxy Tab
• After its November release, the Kindle Fire skyrocketed in impression share past other Android devices
• iPad 2 claimed over 50% of iPad impressions in only 6 months
• In January 2012, 87% of tablet ad impressions came from iPads

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Data Spotlight: Hurricane Sandy — October 2012

For the month of October, we focused on how people used their mobile devices to brave Hurricane Sandy, taking a look at app usage, Wi-Fi vs. carrier volume, carrier market share and device impression breakdown during the storm.

Key Highlights:

• As expected, Navigation app usage doubled at 104%, but Finance apps also went up by 74% as people might have moved to mobile devices for updates.
• Verizon kept customers connected most often, but was still down 7% in impressions volume two days after the storm hit NYC.
• Carriers picked up the strain as Wi-Fi volume fell drastically, delivering up to 20% of all impressions.
• iOS was able to hold on to the big lead it grabbed in September with the release of iPhone 5.
• Verizon managed to grab 3% of impressions share from AT&T and 1% from Sprint.
• iPhone continues to hold a sizeable lead as the #1 device on the exchange, with the Samsung devices still lingering under 5% of impression share.

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The State of Mobile Advertising — September 2012

The September edition of The State of Mobile Advertising report features data on the iPhone 5 and iOS 6 launch, iPhone carrier market share, publisher eCPMs and device impression breakdown.

Key Highlights:

• Consumers were eager to try out their favorite apps on their new devices—consumers spent 27% of their time on social networking applications, followed by games (22%) and entertainment and utility apps (13% each) within the first week of owning the iPhone 5.
• The U.S. captures just less than half of all iPhone 5 impressions at 43% share.
• iOS 6 saw quick adoption, within the first week, over 40% of users had upgraded.
• The Galaxy S II has the highest share of impressions in Korea, accounting for 16%. The market in Korea is much more fragmented, the top 5 devices only account for about 33% of all impressions whereas the top 5 devices in the U.S. claim about 60% of impressions.
• iOS gained 5% of market share with the release of iPhone 5 and iOS6, now accounting for 62% vs Android at 38%.

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The State of Mobile Advertising — August 2012

The August edition of The State of Mobile Advertising report features a look at iPhone 4S growth and predictions for iPhone 5, carrier market share, publisher eCPMs and device impression breakdown.

Key Highlights:

• iPhone 4S claimed over 10% of exchange-wide impression share in just 4 months after release.
• We believe that within 6 months, iPhone 5 will drive over 25% of all iPhone impressions, and its release will result in a major upgrade cycle.
• August was the second month in a row in 2012 that Android took share from Apple.
• Education apps took the lead as the category with the highest eCPMs for publishers, increasing from $0.82 to $0.97.
• AT&T remained the dominant carrier for smartphones and tablets in the US, accounting for over 50% of the smartphone market despite losing market share in august.
• iPhone continues to be the device leader by a significant margin over other devices, accounting for 28%.

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The State of Mobile Advertising — July 2012

The July edition of The State of Mobile Advertising report features data on iPad traffic in China, carrier market share, publisher eCPMs and device impression breakdown.

Key Highlights:

• Within the first week of the new iPad launching in China, traffic ramped up by 150%
• The Kindle Fire has taken the lead as the primary tablet model on the Android operating system, with 38% market share
• iPads dominate the market, claiming 90% of tablet impressions
• Although Apple still holds the majority of impressions, we may be seeing the beginning of a change in tide. For the first time in 2012, Android has taken share away from Apple, now accounting for 42%
• AT&T continues to be the dominant carrier for smartphones and tablets in the U.S., with 52%

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The State of Mobile Advertising — June 2012

The June edition of The State of Mobile Advertising report features data on app engagement (by country), carrier market share, publisher eCPMs and device impression breakdown.

Key Highlights:

• Israel is the global leader for daily time spent engaging with smartphone apps, with the average adult using apps for 80 mins/day.
• The Sports and Games app categories have had the most significant lift in eCPMs since May, increasing by 23% and 20%, respectively.
• iOS has remained the front runner with 62% share of impressions.
• Apple devices continue to dominate total impressions, accounting for 62% of the volume.
• While Sprint was challenging Verizon last month, both capturing 23% of smartphone impressions, this month Sprint (21%) loses share and falls to the third spot while Verizon (25%) continues to grow.

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The State of Mobile Advertising — May 2012

First seen on TechCrunch, the May edition of The State of Mobile Advertising report features data on mobile payment growth, carrier market share, publisher eCPMs and device impression breakdown.

Key Highlights:

• According to the Velti mobile payments platform ZayPay, the average mobile transaction amount has increased by 9% in the last 3 months.
• AT&T continues to claim over 50% of smartphone and tablet impressions. Sprint is closing the gap and is positioned to become the #2 carrier.
• The Education app category takes the top spot at an average eCPM of $0.92.
• The iPhone is the leading device, capturing more than one out of every 5 impressions on the exchange

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The State of Mobile Advertising — April 2012

First seen on TechCrunch, the April edition of The State of Mobile Advertising report features data on Carrier market share, New iPad impression volume and CPMs based on advertiser spend.

Key Highlights:

• AT&T was the dominant player in smartphone and tablets with twice as many impressions as Verizon
• Wifi is the preferred method of connecting to content; users are 3X more likely to connect using Wifi than through their carrier data plans
• iOS continues to lead with 55% of the market, Android has 45%
• Advertisers from the Women/Mothers category have the highest advertiser spend with an average of $15 CPM

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The State of Mobile Advertising — March 2012

Picked up by TechCrunch, our March edition of The State of Mobile Advertising report sheds light on key metrics such as iOS vs. Android market share, New iPad impression volume and eCPMs based on ad units.

Key Highlights:

• By end of Q1, iOS gained a lead over Android with 53% of impression volume in March
• In the first month after its launch, the New iPad captured 2.2% of all iPad impression volume-higher than the iPad 2's first month (1.5%)
• Apple dominated with over 50% of impressions volume; Samsung in distant 2nd at 15%
• Weather apps take top spot at an average eCPM of $1.24 in March

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The State of Mobile Advertising — 2011 Year In Review

Covered in Adotas, our inaugural edition of The State of Mobile Advertising covers data on the mobile advertising trends of 2011 including CTR by country & platform, average mobile CPM spend, and the lifetime value of an app user.

Key Highlights:

• Asia had higher CTRs than any other region, worldwide-over 2x the CTR of the US
• iPad led all platforms in eCPM rates
• 2011 was a tug-of-war between Android and iOS for impression market share
• Medical apps dominated CPM spend in 2011

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