Report Shows Real-time Bidding (RTB) Is Key Driver of Significant Uplift for Mobile Advertisers and Publishers
Adfonic, the smarter mobile buying platform, revealed that Apple increased its share of ad impressions in North America during the third quarter of 2012, while Samsung remained level. The findings, from Adfonic’s Global AdMetrics Third Quarter Report, show this despite the increasing popularity of new Samsung devices during the quarter, such as the Galaxy S3, which reached Adfonic’s global top 10 mobile devices by share of ad impressions. Apple’s iPhone 5, released towards the end of the quarter, had yet to impact Adfonic’s mobile advertising platform.
Other key findings from the report include:
- The programmatic mobile buying environment of real-time bidding (RTB) provided a significant uplift for buyers and sellers across all channels in North America
- Female consumers are a major element of the mobile revolution in North America, with implications for FMCG, luxury and fashion verticals
- New mobile devices experienced rapid adoption, with Google’s Nexus 7 reaching the North American top 10 tablets by share of ad impressions within five months of its June 2012 launch
Adfonic’s Global AdMetrics Report is available at Adfonic’s website at http://adfonic.com/news/reports/
Apple Pulls Ahead of Samsung in the Mobile Advertising Device Race
The Adfonic Global AdMetrics Third Quarter Report showed that Apple increased its share of ad impressions in North America in the third quarter of 2012, while Samsung’s share remained the same.
Apple’s share of ad impressions increased from 31 percent in the second quarter of 2012 to 32 percent in the third quarter, while Samsung’s remained at 20 percent across both quarters. This means that Apple extended its lead over Samsung by 1 percentage point, to 12 percentage points.
Table: Adfonic Global AdMetrics Q3 2012 North America ad impression share for Samsung and Apple
|Q2 Apple lead|
|Q3 Apple lead|
|Q3 Apple lead change|
“While Samsung has proven to be a major competitor to Apple, it is significant that Apple has increased its share of mobile advertising impressions and its lead over Samsung,” said James Macdonald, GM of North America, Adfonic. “Samsung has released new devices that have already impacted on Adfonic’s Global AdMetrics Report, while the effect of Apple’s new devices will be felt during the fourth quarter such as the iPhone 5, the iPad Mini and the new iPad. Meanwhile, Samsung will also release new products in the fourth quarter, such as the Galaxy S3 Mini. The last quarter of 2012 will be an interesting time for followers of Apple and Samsung.”
Apple and Samsung devices dominate Adfonic’s platform for global share of ad impressions. Apple occupied the top two positions, with its iPhone and iPod Touch devices accounting for 29.3 percent and 4.8 percent of ad impressions globally. Samsung took seven of the top 10 positions with its Android-based Galaxy range of devices.
Real-time bidding (RTB) Programmatic Buying Provides Significant Uplift for Advertisers and Publishers
RTB – the means by which mobile ad inventory is bought and sold on a per-impression basis, via a programmatic instantaneous auction, similar to financial markets – provided significantly stronger results across within North America, both for advertisers and publishers.
Across all channels, the overall uplift for RTB buying versus non-RTB for clickthrough rates (CTRs) was +45 percent, and for effective earnings per thousand (eCPMs) was +131 percent.
“RTB’s programmatic mobile buying environment is proving itself with solid results across every channel, for both buyers and sellers,” said James Macdonald, GM of North America, Adfonic. “This is why RTB will become the dominant means by which to buy mobile media, primarily through Demand-side Platforms (DSPs) such as Adfonic’s Madison, which offer direct, broad access to global RTB-enabled inventory.”
Female Consumers Are a Major Driving Force of the Mobile Revolution in North America
The Adfonic Global AdMetrics Third Quarter Report also showed that, among all global regions in Adfonic’s smarter buying platform, North America had the most equal split between male and female audiences, and was the only region in which females dominated.
The report showed that, within North America, females accounted for 55 percent of Adfonic’s advertiser audience while males accounted for 45 percent.
“This is a clear differentiator in terms of how North America consumes the internet on mobile devices,” said James Macdonald, GM of North America, Adfonic. “It means that women are a major, integral, driving force of the mobile revolution in North America, and FMCG, luxury and fashion verticals should take note.”
New Mobile Devices Experience Rapid Adoption
The Adfonic Global AdMetrics Report also showed that new mobile devices can experience rapid adoption, achieving top 10 positions by share of ad impression within just a few months of launch.
For example, in North America, Google’s Nexus 7 tablet achieved 10th place by share of ad impressions, accounting for 1.4 percent of the region’s total impressions within five months of its June 2012 launch.
Globally, Samsung’s Galaxy S3 made it into the top ten mobile devices by ad impressions, reaching sixth position with 1.4 percent of all impressions despite only becoming widely available in July 2012.
About the Adfonic Global AdMetrics Report
The Adfonic Global AdMetrics Report pulls data from Adfonic’s smarter buying platform to provide actionable insights to inform campaign planning and optimise performance.
It covers Adfonic’s regions worldwide, including North and South America, Europe, Africa and Asia, pulling in data from platforms including Android, iOS, RIM, Symbian and Windows, and channels such as games, entertainment, lifestyle, news and social networking.
The Adfonic Global AdMetrics Report also looks at key metrics such as inventory share, volume, clickthrough rates (CTRs) and effective earnings per thousand impressions (eCPMs). It includes sample demographic data to provide further insight into consumer response to mobile ads by age and gender.
For more information on the Adfonic Global AdMetrics Report, please visit http://adfonic.com/news/reports/