Mobile advertising spend among CPG brands up by 175% on mobile ad network InMobi, figures show

According to InMobi, which includes Unilever among its clients and has carried out work for its Axe, Ben & Jerry’s, Clear, Close Up, Dove and Lux brands, the share of ad impressions on smartphones in the UK decreased by 6.3 points to 61.8 per cent in the final quarter on 2013, while tablets and other connected devices saw share of ad impressions increase by 8.4 points to 28 per cent.

Apple’s iPhone gathered the highest share of impressions in the final quarter, pulling in 20.7 per cent, and it was followed by the brand’s iPad at 14.5 per cent, the Samsung Galaxy S3 at 3.7 per cent, Apple iPod at 3.4 per cent and the Samsung Galaxy Tab 2 7.0 at 3.2 per cent.

Rahul Welde, vice president, media, Asia, Africa, Middle East and Turkey, Unilever, said: “Mobile is an area of focus for us and we are always on the lookout for ideas, innovations, insights and new platforms for our brands to activate.”

Atul Satija, vice president and managing director, APAC and Japan, InMobi, added: “CPG companies are increasingly adopting a mobile-first strategy to engage their consumers. Unilever has been an innovator in advertising across print, TV, digital and now mobile.”

In total, the iOS system accounted for 38.5 per cent of ad impressions, while Android showed significant growth in Q4, receiving 38.1 per cent of impressions. The RIM operating system took a 9.3 per cent share of impressions.