Mobile RTB Impressions Up 48% In Q2, iOS Share Increases
Accordant Media has released another Q2 RTB Market Pulse report, this one with a focus on mobile. The report looked at performance results for tablets versus phones, Android versus iOS, and other areas. RTM Daily had a look at the report, and the figures support the idea that "mobile" is really a tale of two devices: tablets vs. smartphones.
Matt Greitzer, co-founder and COO of Accordant, told RTM Daily that overall mobile impressions grew 48% quarter-over-quarter. Tablets accounted for 67% of overall impression volume and a dominant 93% of the conversions. Greitzer told RTM Daily that "it's harder to convert on a phone unless the experience is specifically designed for a small-screen format." He said that the 93% figure is "largely a result of [Accordant's] client mix," which leans towards desktop-like mobile experiences.
In the Android versus iOS arena, Android
remains on top for overall volume, but iOS gained a significant amount of ground. Android accounted for 65% of overall volume in Q2 (compared to 77% in Q1), while iOS accounted for 33% in Q2 (up
Greitzer and Accordant believe that the upward trend of iOS impressions will continue. "We think iOS inventory is likely underrepresented in the RTB landscape today, so the increase we are seeing is more indicative of iOS catching up to market trends," Greitzer said. "Likely that will continue in Q3 and beyond."
The report also took a look at in-app
volume and performance. According to the data, in-app media impressions grew 81% quarter-over-quarter. It wasn't just the impressions that grew, either. Conversion rates from in-app media rose