Apple pulls away from mobile rivals as tablets double share of ad impressions
Apple’s dominance of mobile ad impressions shows no sign of abating, and is in fact increasing, according to the latest Admetrics Report published by Adfonic.
It shows that Apple boasted 63 per cent of all mobile ad impressions in the third quarter of 2013, driven by a doubling in tablets share of the market over the past year – an area where Apple enjoys a position of market dominance.
Overall tablets increased from 14 per cent of the market in the fourth quarter of 2012 to 38 per cent in the third quarter of 2013 – with the iPad swelling from 58 to 76 per cent of that total over the same period… implying that the device is becoming disproportionately stronger.
Apple’s growth tallies with a rise in premium inventory available via real-time bidding; which grew from 342 million mobile ad requests in the fourth quarter of 2012 to 1.9 billion in the third quarter of 2013.
Victor Malachard, Adfonic’s CEO and co-founder, said: "We're seeing many analysts and retailers predict tablets to be the 'hot' presents for this year, and certainly we saw substantial demand last year. The great news for advertisers is that users show greater tendency to respond to ads on tablet devices, plus the larger screen estate means they can embrace compelling formats such as rich media, which include elements that users can interact with and further enhance their brand engagement."
Compared with prior quarters Apple has now increased its share of global impressions against all mobile device manufacturers other than Samsung… which managed to maintain its 20 per cent share.