Commentary

Report: Android Chasing iPhone In Mobile Ad Share

smartphones

Don't turn around Apple, Android may be gaining on you. Google's mobile operating system accounted for more than a quarter (27%) of U.S. ad requests on smartphones in the fourth quarter, according to the latest metrics from AdMob. Android's share of U.S. mobile ad requests is now clearly second only to the iPhone OS, which still dominates the market with a 54% share.

Android roughly doubled its U.S. share each quarter in 2009, starting at 4%, while Apple's has hovered just over 50% except for a surge up to 65% in the second quarter. (Worldwide, Android had a 16% share and the iPhone, 51%.)

Android's U.S. gains have come at the expense of both BlackBerry-maker Research In Motion and Windows Mobile. RIM's share of ad requests dropped from 20% to 10% during 2009 while that of Windows Mobile fell from 12% to 3%.

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The smartphone ad market is shaping up as a two-platform contest between the iPhone and Android. That battle will only heat up further this year, following Google's planned acquisition of AdMob and its launch of the Nexus One, with more Android phones on the way. Likewise, Apple has signaled its ambitions for expanding in mobile advertising with its bid for Quattro Wireless.

Smartphones will play a big role in mobile advertising either way. High-end devices made up only 14% of phones shipped in 2009, but generated 39% of worldwide traffic on AdMob's network.

2 comments about "Report: Android Chasing iPhone In Mobile Ad Share".
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  1. Jose Apura from dc, January 22, 2010 at 12:43 a.m.

    Admob now supports webOS ads but needs to allow users to edit their types so they can be corrected to webOS types. There can be a larger number of Android and webOS mobile ads but are misrepresented as normal web ads or under iPhone. Once Admob implements this enhancements, the figures should be more accurate.

  2. Howie Goldfarb from Blue Star Strategic Marketing, January 22, 2010 at 8:56 a.m.

    Why is this even news. The smart phone world is so new in 3 years Apple and Google might not even be in the phone equation. And when Tablets replace 50-75% of Smart Phones activities we might not even be considering 'phones' in the mobile category any longer.

    As for Ad Serving Apple doesn't care about Ads. They sell Technology. Google sells Ads. They invented Android to ensure Ad Blocking Software that hurts their revenues via FireFox (700,000 ad blocking software ad-ons downloaded PER WEEK!) doesn't reach the phone.

    And why are people never in the equation. Does the Ad Industry EVER ask people if they want precious screen space cannabalized by whimpy banner ads? The only classy and worthwhile Mobile Phone Push Ads are pre-roll commercials for video content. Everything else should be banned by the FCC (or a Phone Maker should sell the phone based on no Ads!). Just my 45 cents worth.

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