Rating: Led by Amazon Kindle Fire which enjoyed 40% increase in ad requests over Xmas
During 2012 tablets experienced an increase in share of 56 per cent from Q2 to Q4. This indicates that, by Q4 2012, nearly one in every seven mobile ad impressions was on a tablet device. There’s a big battle going on amongst tablets between those which are Android based and those which run Apple’s iOS. After losing traction earlier in 2012, iOS devices rallied to be almost on par with iOS. In Q4 2012, iOS devices managed to achieve 41 per cent share, while Android ended up with 43 per cent share of ad impressions, just 2 percentage points ahead. Amongst Android devices, the Amazon Kindle Fire enjoyed a 40 per cent increase in ad requests over Xmas. However, iOS devices are still the winners in terms of CTRs. These findings come from a report from Adfonic entitled ‘Global AdMetrics Report’ for Q4 2012.
The report draws data from Adfonic’s single buying point into over 100 billion monthly impressions and found that Apple devices continued to offer the strongest clickthrough rates (CTRs) for both tablets and mobile devices.
Victor Malachard, Adfonic’s CEO and co-founder, said, “We know that tablets perform well for advertisers and publishers alike so a combination of more devices, with superior advertising performance, can only be good news for mobile advertising in 2013.”
Over Xmas, tablets’ gains were mostly driven by increases in Android ad requests, especially for tablets manufactured by Amazon (from 32 per cent to 34.9 per cent of Android tablet requests) and Google (7.6 per cent to 9.3 per cent).
Of these, Amazon’s Kindle Fire HD was the device showing the strongest gains, from 6.9 per cent to 13.2 per cent of Android tablet ad requests, followed by Google’s Nexus 7 (from 7.3 per cent to 9 per cent).
Overall the report concludes that one in seven mobile ad impressions in Q4 2012 were coming from tablets.
Adfonic’s Global AdMetrics Report is now split between the main body of the report with global narratives available as a PDF, and local region charts available directly online. To see both, go here.
To read a full summary of the report please go here.