Android: More Than Half of All Smartphone Ad Impressions
The latest S.M.A.R.T. Report from Millennial Media reveals that Android smartphones account for more than half of all ad impressions on smartphones. It also revealed the top three advertiser trends in the first quarter of 2011, which included local advertising needs.
The report cites a forecast from eMarketer that expects the number of smartphone users around the world to reach 571 million by the end of 2011. As of the first quarter, the U.S. was the top country by mobile ad impressions, followed by the U.K., Canada, South Korea, Japan, Australia, Indonesia, China, France and Germany.
The retail and restaurants vertical exploded 1,342 percent, as it finished the quarter as the top U.S. and international advertising vertical. In terms of growth, it was followed by automotive (+723 percent), finance (+379 percent), telecommunications (+242 percent), health – fitness and wellness (183 percent) and education (+130 percent).
After retail and restaurants, the top 10 U.S. advertising verticals in the first quarter were telecommunications, portals and directories, finance, automotive, entertainment, dating, education, travel and CPG.
Twenty-nine percent of advertisers had the campaign goal of sustained in-market presence, followed by 27 percent that had the goal of lead gen/registrations, 24 percent who had the goal of product launch/release, 9 percent who had the goal of brand awareness, 9 percent who had the goal of increased foot traffic and 2 percent who had the goal of site traffic.
The top three advertiser trends in the first quarter of 2011, according to Millennial Media, were advertisers turning to mobile for their local advertising needs, campaigns leveraging cross-platform delivery and advertisers using mobile as a reach vehicle to target their consumers at scale.
The report also found that the number of campaigns on the company’s network grew 107 percent year-over-year, while campaigns with a deal size that exceeded $250,000 grew 213 percent year-over-year.
Forty-seven percent of campaigns drove traffic to sites, 32 percent sent traffic to custom landing pages and 21 percent took traffic to an application download.
According to Millennial Media, 62 percent of total impressions were on smartphones – of this, 54 percent were on Android smartphones, 26 percent on iOS smartphones and 17 percent on RIM smartphones. Another 23 percent of total impressions were on feature phones and 15 percent were on connected devices.
The most recent figures from comScore showed that 34.7 percent of smartphone subscribers were on Google smartphones in March, up 6 percentage points from December. Meanwhile, 27.1 percent were on RIM smartphones, 25.5 percent on Apple smartphones, 7.5 percent on Microsoft smartphones and 2.8 percent on Palm smartphones.
Sources:</strong
http://www.millennialmedia.com/wp-content/images/SMART/MillennialMedia-SMART-Q1-2011.pdf
