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iPhone a winner for mobile advertising

Mobile advertising opportunites are growing globally

The iPhone’s screen still appears to be the most prominent real estate for mobile advertising according to figures released this week.

Mobile advertising network AdMob, which recently caught the eye of web giant Google, said that 50 per cent of ad requests from smartphones in its system in October were from the Apple mobile OS. Symbian, which dominates the smartphone market in terms of platform, was only responsible for 25 per cent of requests, followed by Android with 11 per cent and BlackBerry with 7 per cent.

Interestingly however, new devices from RIM are generating an increasing percentage of the total number of requests for the platform, with the recently launched Tour and new versions of the Curve (8900 and 8520) gaining traction.

Meanwhile, Android, which is a relative newcomer, has seen worldwide requests increase 5.8 times since April in the AdMob network. The HTC Dream, known as the G1, has continued to experience strong growth over the past six months and the launch of new devices is driving significant incremental growth in Android traffic.  The Motorola Droid already represented 24 per cent of all Android requests in AdMob’s network two weeks after it launched.

admoboctEarlier this month, Google strengthened its presence in advertising with the acquisition of AdMob for $750m. According to Google, the deal will bring new innovation and competition to the nascent mobile advertising market, and will lead to more effective tools for creating, serving, and analysing emerging mobile ads formats. Google and AdMob currently specialise in different areas, with Google’s focus on mobile search ads, while AdMob’s focus is mobile display ads and in-application ads.


2 comments

  1. mobiThinking 25/11/2009 @ 8:46 am

    AdMob’s stats don’t tell us much about popularity of handsets, it tell us which type of handset view more ads on its network. So if AdMob sold quite a lot of ads in Apple-only applications – which it does – then it would make the iPhone look more popular than it really is. If you look at sales of mobile phones, Apple’s share is still surprisingly small.
    As impression stats vary with a network’s business model, a different network – say Millennial Media – would tell a different story about handset market share. No one has really noticed the discrepancy though because AdMob is the only network that pushes handset data into the media month after month. But then when you see the free PR they get, who can blame them.
    When you look at the targeting that some of these ad networks offer, it makes you wonder why they don’t share stats about how people use the mobile Web, what adverts they like etc, instead of what handsets they use. Unlike handset sales data, you can’t easily get that sort of thing from Gartner, IDC et al. Don’t you think that would make these monthly reports much more interesting? See this guide to see what different mobile ad networks offer in terms of targeting (i.e. what they know about mobile consumers): http://www.mobithinking.com/mobile-ad-network-guide

  2. Telecomtoby 02/12/2009 @ 11:03 am

    @anonomyous comment

    I completly agree that knowledge of the mobile consumer is of paramount importance when considering the impact that the mobile ad market has on an individual.

    In such a fledgling industry there is still much to be learnt, however I would say that Apple with iPhone have tapped into an incredible mobile ad base, purely down to the extent of user engagement that is involved in this extriemly popular smartphone.

    Very interesting interview on youtube with Tim Hussain, head of mobile advertising for Sky where he speaks about the promise of the industry and its long term possibilities. Definately worth a watch.

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