Tablets Double Share of Ad Impressions In A Year

by , Dec 12, 2013, 6:15 AM
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According to the Adfonic Q3 2013 Global AdMetrics Report, tablets have doubled their share of mobile ad impressions over the past year, and that within the tablet format, Apple’s iPad in particular gained share. Tablets’ share of overall impressions grew from 14% in Q4 2012 to 28% in Q3 2013, while the iPad’s share of tablet impressions grew from 58% to 76% over the same period, a growing iPad dominance within a growing format.

Impression (online media) from Wikipedia:  An impression (in the context of online advertising) is a measure of the number of times an ad is displayed, whether it is clicked on or not. Each time an ad displays it is counted as one impression.

Top Tablets

Model

Brand

Platform

Share of Impressions

% Change

CTR Index

eCPM Index

iPad

Apple

iOS

76.0%

13.0%

1.14

0.93

Galaxy Tab 2

Samsung

Android

3.9%

15.0%

0.35

 0.95

Galaxy Tab 7

Samsung

Android

2.2%

-18.0%

0.61

 1.43

Nexus 7

LG Electronics

Android

1.8%

-31.0%

0.37

1.51

Kindle Fire HD

Amazon

Android

1.2%

-31.0%

0.75

1.65

Galaxy Tab 2

Samsung

Android

1.1%

-52.0%

0.74

1.24

Kindle Fire

Amazon

Android

1.0%

-44.0%

0.82

1.39

Galaxy Tab 2

 Samsung

Android

1.0%

-33.0%

0.49

 1.19

Galaxy Note

Samsung

Android

0.9%

-1.0%

0.30

 0.92

Iconia Tab

Acer

Android

0.5%

20.0%

0.50

 1.27

Source: Adfonic, November 2013

The study also found that Apple increased its dominance over other manufacturers, with a 41% share of mobile ad impressions in Q4 2012 growing to 63% in Q3 2013, and that mobile publishers are placing significantly more of their premium inventory on the mobile Real-time Bidding (RTB) exchanges, with demand growing from 342 million ad requests in Q4 2012 to nearly two billion in Q3 2013. Adfonic predicts Q4 2013 could see over four billion ad requests come from RTB-enabled premium inventory.

The Q3 2013 Global AdMetrics Report showed that tablets accounted for 28% of all mobile ad impressions over the quarter. This was double the tablet share in Q4 2012, confirming the tablet growth trend seen in the Global AdMetrics report for Q4 2012, which showed that tablets had increased their share of impressions over the quarter from 11% to 14%.

Apple’s iPad, already the dominant device among tablets, further established its position by gaining share. It grew from 58% share of impressions in Q4 2012, maintained the same share in Q1 2013, accelerated to 67% in Q2, and then 76% in Q3 2013. This implies that the iPad is becoming disproportionately stronger within a growing tablet share.

Victor Malachard, Adfonic’s CEO and co-founder, said: “We’re seeing many analysts and retailers predict tablets to be the ‘hot’ presents for this year, and certainly we saw substantial demand last year. The great news for advertisers is that users show greater tendency to respond to ads on tablet devices, plus the larger screen estate means they can embrace compelling formats such as rich media, which include elements that users can interact with and further enhance their brand engagement.”

And, relative to mobile devices, the iPhone commanded 49% share of mobile device impressions across the globe, with the iPod Touch adding another 8.6%. Though Apple devices have dominated in ad impression share across the globe in Q3, some Samsung mobile devices appeared to see greater engagement than the iPhone, according to the study.

Top Mobile Devices (Share of Ad Impressions; Q3, 2013)

Mobile Model

Brand

Share of Ad Impressions

CTR Index

eCPM Index

iPhone

Apple

49.0%

1.06

1.08

iPod touch

Apple

8.6

0.80

0.47

Galaxy S3

Samsung

4.8

0.87

1.17

Galaxy S2

Samsung

3.1

0.97

1.18

Galaxy S4 LTE

Samsung

1.8

0.68

1.05

Galaxy S3 mini

Samsung

1.8

1.30

1.24

Galaxy Ace

Samsung

1.6

1.41

1.17

Curve

Blackberry

1.0

1.30

1.25

Source: Adfonic, November 2013

The report also showed that Apple remained the strongest manufacturer by volume, with 63% of all global ad impressions. Looking back over previous quarters, Apple had also increased its share of global impressions against the ‘long tail’ of manufacturers – that is, all mobile device manufacturers other than Apple and Samsung. Apple pulled ahead of the pack to achieve 45% of impressions in Q1 2013, then 61% in Q2 2013 and finally 63% in Q3 2013. That is nearly twice the impressions of Samsung and the long tail combined.

The full report can be obtained from Adfonic’s Report page here.

 

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