Today we released our quarterly State of Mobile Advertising report, using the impression and monetization data from the third quarter of this year. The findings, while not surprising, do point to some significant trends that we’re seeing as we round the corner of 2014 and head into the final stretch.
Android, for instance, has truly risen from its 2013 position and has made a deep impression (pun intended!) on the global consumer. It seems almost implausible that just one year ago, iOS was the clear leader of the two operating systems. While iOS continues to dominate monetization, with more than half (51%) of market share, Android is catching up. Google’s mobile OS climbed three percentage points in the last quarter to reach 42% of revenue. In terms of impression volume, Android devices captured almost 58%, nearly double that of Apple devices (30%).
While marketers and technologists tend to think of the mobile device battle as “Android vs. iOS,” consumers have typically been more concerned about device type and brand, such as a Samsung Galaxy or an Apple iPad.
However, as noted in a recent study by J.D. Power & Associates, operating systems are becoming more of a factor and are a significant driver of device selection, user experience and brand satisfaction. Consumer satisfaction with mobile devices is becoming more closely tied to the system powering it than the bells and whistles it provides, reported MediaPost last week. As such, we will continue to closely watch the popularity of these top two operating systems ebb and flow through the rest of the year and into 2015.
Another significant finding from this quarter’s SMA is the clear rise of mobile video advertising. Marketers are quickly adopting it as a format: brand spending on in-app HD mobile ads has increased 36% from the second quarter, and 1 in 10 mobile ads in the U.S. are now video. Mobile video ads are also incredible revenue opportunity for publishers, as eCPMs are 8X that of regular banner ads and 2X higher than rich media ads.
With that rise, and the interest mobile video is getting from advertisers — especially those in Entertainment, CPG and Financial Services — comes a series of questions. As part of our integration with the premium video ad platform AdColony, we were able to cull some data that helps to address some common questions from advertisers. Below are three of those that we were able to answer in this report.
Q: What is the ideal length for a mobile video ad?
A: The average length of a mobile video ad is 20.6 seconds, but 53% of video impressions are shorter than that. Advertisers are finding that short videos (<15 seconds) can support a number of marketing goals, from driving awareness to purchase intent.
A: iOS users. There are more video impressions served to them, relevant to overall market share.
Q: What are the hot app categories for mobile video?
A: Shopping, Sports, Social and Health & Fitness are the categories that are seeing the strongest mobile video ad completion rates — with many of those averaging higher than 90%.
For deeper background on these questions, and additional findings from Q3, see the full report.
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