North American Mobile Ad Market up 17% in April
According to InMobi, an independent mobile ad network, the North American mobile ad market expanded 17 percent in April, while the global market expanded 11 percent.
The InMobi network serves 35 billion monthly mobile ad impressions to more than 314 million consumers around the globe, according to the company. Its Mobile Insights Report for April showed that the company’s network grew 17 percent in North America (900 million monthly impressions) and 11 percent globally (3.4 billion monthly impressions) in just three months.
“This growth was largely driven by the continued growing trend towards smartphones, which grew by 20 percent globally or 2.3 billion monthly impressions over the same time period,” according to InMobi.
In North America in April, 36.9 percent of mobile ad impressions were on Android devices, up slightly from the 36.8 percent share it had in January.
iPhone OS followed with 32.9 percent, up significantly from the 23.5 percent share it had in January.
Meanwhile, RIM OS was third with 10.3 percent, down from 11.3 percent in January.
“With smartphones now representing over 80% of all mobile ads in North America, advertisers and publishers are now focusing on providing consumers with engaging, rich ad experiences, it’s crucial that the industry identifies, creates and tests the best creative executions to fully engage consumers,” said Anne Frisbie, VP managing director of North America for InMobi.
On the global front, Nokia OS led the way in April with 19.5 percent of global impressions, followed by Symbian OS with 18.1 percent, Android with 16.8 percent, iPhone OS with 16.3 percent, RIM OS with 4.9 percent and others with 24.5 percent.
In-application advertising is outpacing mobile Web ad growth, according to a company executive.
A recent report from Greystripe found that more than 66 percent of moms use their mobile devices in the shopping process.
According to the report, 45 percent of moms use their smartphones to locate the nearest store, 36 percent use them to compare prices and 31 percent use them to conduct research on new products.
Meanwhile, 26 percent use their smartphones to create shopping lists, 21 percent to download coupons, 16 percent to track sale items and 15 percent for direct purchases.
A separate survey from STRATA found that the iPhone was the mobile device of most interest as a channel for advertising for U.S. ad agencies, followed by Android, BlackBerry, iPad and Windows Phone.
Sources:</strong
http://blog.greystripe.com/2011/05/smartphones-now-being-used-by-two.html
