Android and Apple are now neck and neck in shares of ad impressions according to Adfonic’s Q3 global admetrics report after Android’s share rocketed by 44 per cent.
Android now holds 46 per cent of ad impressions overall on Adfonic’s demand-side platform Madison in comparison to Apple’s 48 per cent. Apple’s iOS lost 24 per cent of its Q3 share, according to the figures.
The report also showed substantial growth in the number of premium ad requests traded through real-time bidding (RTB), indicating that publishers of premium sites/apps are embracing the programmatic trading method. The company said that RTB requests through Madison rose from 342 million in Q4 of 2012 to nearly two billion in Q3 2013.
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Victor Malachard, Adfonic’s CEO and co-founder, said: “Android phones are now truly rivalling iOS in virtually every specification, from performance to screen size – just look for example at the number of reviews comparing the Nexus 5 favourably with the iPhone 5s. This enables Android phones to show immersive, engaging formats such as rich media and video as readily as Apple devices, and advertisers are realising this by investing more heavily in Android-targeted campaigns.”
Malachard continued: "We are also encouraged to see the continuation of the exponential growth curve for premium ad requests via RTB, which we first saw in Q3. More premium mobile publishers attracted to the efficiency and reduced risk of Real-time Bidding makes more inventory available for powerful DSPs such as Madison, which employ big data and smart algorithms to deliver the right ad to the right audience – that’s a win-win for advertisers and publishers alike."
Adfonic also recorded a surge in style and fashion campaigns in Q4 2013, with ad spend on Adfonic’s global platform increasing from 0.5 per cent in Q3 to seven per cent in Q4.The increase could be related to increased mobile advertising over Christmas, the company said.