The rapid rise of mobile devices built on Android has been one of the biggest mobile stories over the past 18 months. However, platform advertising growth has not matched market share gains. The latest Quarterly mobile advertising report from Adfonic shows some closing of the gap, but continued dominance by Apple.
Apple Devices are Still King of Mobile Ad Delivery
iOS devices combined for 40% of the total share of Ad requests in Q1 2013. The iPhone, iPad and iPod Touch took the first three device slots with the iPod more than doubling the share of 4th place finisher, Samsung’s Galaxy S3.
Samsung Ad Performance on the Rise
While still trailing Apple by a large margin with only 10% combined share, Samsung claims the two closest Apple competitors and five devices in the top 10. Given its unit market share gains in 2012-13, this is not a big surprise. By contrast, the fact that Samsung’s mobile phones outperformed iPhones in Q1 for Click through Rates (CTR) is noteworthy. At the same time Samsung tablets are closing the gap on CTRs to the iPad.
What it means for Mobile Advertising
The key takeaway is a confirmation that mobile advertising is a two-platform race with over 84% hitting either Android or iOS devices. With all of the gloom around Apple’s loss in market share, we still see a resilient platform that is the clear leader in mobile advertising delivery.