So what is really going on with mobile advertising from the ad tech perspective?
There are already some big trends out there.
We know, for example, that there is a very interesting spar going on between, on the one hand, Apple’s huge, intact world that, while performing well for advertisers, is nevertheless a walled garden; and on the other, the massive but fragmented world of Android, hugely dominated by Samsung devices but with new contenders coming to play. Strange days indeed when, in the UK, Tesco and Argos could conceivably emerge as manufacturers (in Argos’s case, not until/unless they make their MyTablet device available to buy).
In our latest Global AdMetrics report we take a look at how these two worlds are colliding.
We also know that Real-time Bidding (RTB) is utterly changing mobile advertising. While advertisers are already convinced of its merits, especially when accessed via a mobile Demand-side Platform (DSP) such as Madison, some publishers, particularly premium, have held out. But recently we’ve been seeing more come to the RTB way of thinking, as commented on recently by Victor Malachard, our CEO and co-founder, at Fourth Source.
This has been borne out by our focus on premium publications made accessible via RTB. Find out more by downloading our Q3 Global AdMetrics Report, or read about our key findings below…
Tablets grow, while the iPad grows even more
Tablets accounted for 28% of all mobile ad impressions over Q3 2013, which was double their share in Q4 2012. Within the growing tablet format, Apple’s iPad, already the dominant device, further established its position by gaining share.
Apple pulls away from the pack
Apple remained the strongest manufacturer by volume, with 63% of all global ad impressions. Furthermore, Apple also increased its share of global impressions against the ‘long tail’ of manufacturers – that is, all mobile device manufacturers other than Apple and Samsung.
More premium inventory available through Real-time Bidding
We saw increasing volumes of supply come through premium publications traded through the RTB exchanges, accessed via our mobile DSP, Madison. Total premium supply grew from 342 million ad requests in Q4 2012 to 582 million in Q1 2013, then 949 million in Q2, then 1.9 billion in Q3. At this rate of growth, we predict that Q4 2013 could see nearly 4.5 billion ad requests coming from RTB-enabled premium inventory.
What do you think? Is this what you’re seeing across mobile advertising, or expected to see?
If you’d like to see the full picture, then download our Q3 Global AdMetrics Report. If you like this, share it. And if you have a viewpoint, comment.