Mobile Video Ads Get Better Engagement than Online Video Ads
According to the latest Mobclix Index, mobile video ads outdo online video ads in terms of engagement, and impressions on the Android platform continue to surge.
The Mobclix Index from August reveals that 90 percent of mobile app ad inventory is of the standard banner variety. Nevertheless, interstitial rich media ads average an eCPM that’s 3.5 times higher.
The average CTR on mobile apps is 0.67 percent, which is markedly higher than the 0.17 percent observed on the mobile Web. This isn’t too surprising, since apps lend themselves to more engagement overall. The company notes that apps are taking advantage of not having to be connected to a network all the time.
While online video ads continue to see rapidly growing amounts of spending, marketers may want to take a look at mobile video ads, which have engagement that’s three times higher than online video ads.
After the U.S., the U.K., Canada and Japan are the top three countries by mobile app ad impressions. Australia and Franc round out the top five. Mobclix notes that other countries are continuing to see increasing interest in the application ad marketplace.
Mobile app ad impressions on the Android platform have grown 45 percent in the last three months, and 420 percent since its launch.
“With the possibility of a walled ecosystem if Apple closes iAd and Google closes AdMob, more than ever marketers will need to start thinking about solutions that allow them to reach audiences rather than platforms,” according to Mobclix.
According to Gartner, Android will finish 2010 as the No. 2 mobile operating system worldwide. Although it only had 3.9 percent of the market (by sales to end users) in 2009, Android is projected to finish 2010 with 17.7 percent of the market, placing it just behind Symbian with 40.1 percent.
Research In Motion is expected to fall from second to third place with 17.5 percent of the market, followed by Apple’s iOS with 15.4 percent, Windows Phone with 4.7 percent and other operating systems with 4.7 percent.
By 2014, Symbian will maintain its thin lead with 30.2 percent of the market, followed by Android with 29.6 percent, iOS with 14.9 percent, RIM with 11.7 percent, other operating systems with 9.6 percent and Windows Phone with 3.9 percent, according to Gartner.
Piper Jaffray echoed this sentiment when it recently declared that Android will own half of the mobile OS market in the long run, while iOS will hold onto between 20-30 percent.
Sources:</strong
http://blog.mobclix.com/2010/09/09/mobclix-index-mobile-app-audience/
http://www.zdnet.com/blog/btl/android-to-control-half-of-smartphone-market-say-analysts/38881
