Samsung devices overtake Apple in mobile ad impressions
One of the advantages of advertising on digital platforms is that it reveals information about the devices and apps being used to view ads. This is useful for marketers but also echoes some general industry trends.
Digital advertising specialist Millennial Media has released its latest Mobile Mix report charting the use of its platform over the past year. The results throw up some interesting patterns. Among them are that Samsung saw the greatest number of impressions on the platform in the past year, unseating Apple who had previously been the leader.
This jump in Samsung impressions contributed to an overall increase in Android impressions, with hits from all Android devices growing six percentage points year-on-year. 54 percent of all tablet impressions came from Android devices. However, the Apple iPhone remains the most popular single device when measured by ad impressions.
More sophisticated devices and bigger screens has also led to an increase in video advertising. Some 29 percent of apps allowed video ads in 2014, up six percentage points from the previous year. Millennial's figures show that video and rich media ads see nearly twice the engagement rate of standard banners proving that they pay off for advertisers.
Looking at ad impressions by app type, games, music and entertainment, and productivity apps lead the way. However, health and fitness apps entered the top ten for the first time in 2014.
The Mobile Mix Report is available to download from the Millennial Media site along with breakdowns of data for specific regions.
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