Nokia’s share of impressions decreases in AdMob ad network
April 17, 2008
Match Nokia ...
Network impressions increased 10 percent in March over February, according to the latest AdMob Mobile Metrics Report.
The impressions grew to 2,553,018,899 for March, up from 2,562,527,510 in February, AdMob said. Also, requests increased 11.8 percent to 2,865,167,969 for March.
“For the U.S., I would point to steady growth in usage of mobile Web,” said Jason Spero, vice president of marketing at AdMob, San Francisco.
Interestingly, 24.5 percent of ad requests in AdMob’s ad network worldwide were from smartphones. The smartphone share in the United States is 25 percent.
When measured by U.S. smartphone requests by manufacturers, BlackBerry maker Research In Motion topped with 41 percent, followed by Palm’s 11 percent, HTC’s 8 percent, Apple’s 6 percent, Motorola’s 6 percent, HP’s 6 percent and Samsung’s 5 percent.
... with its color
Among other requests, Danger accounted for 4 percent, T-Mobile 3 percent, Nokia 3 percent, LG 2 percent, MiTAC 2 percent, ASUS 2 percent and Sanyo 1 percent.
“Nokia’s share of network impressions decreased by 2.5 percent,” Mr. Spero said. “This seems to be because of an increase in U.S. share of network transactions.
“Nokia’s U.S. share is less than in other markets,” he said. “We saw Nokia lose share – -2.2 percent – to Motorola and RIM in the U.S. as well. Interesting.”
The breakout by manufacturer is now a recurring feature.
“We fielded many requests to release smartphone share by operating system, but I couldn’t get it done in time,” Mr. Spero said. “We hope to share this in coming months.”
Overall, U.S. requests grew 13.8 percent in March over the shorter month of February to outpace network growth, AdMob said.
The Motorola Razr V3 was the top device in the U.S. and the Nokia took that position in India. The Motorola v360 retained its top position in South Africa, as did the Nokia 6600 in Indonesia and the SonyEricsson K800i in Britain.
In other findings, AdMob found that iPhone traffic is now growing at the same pace as the rest of its network.
Also, worldwide fill rates were 89 percent in March. This was the result of increased usage of geographic targeting from advertisers in March.
The findings are available at http://www.admob.com/metrics.
In a departure from the past, this latest AdMob report has added the Mobile Marketing Association standard screen size share by country.
“This is critical to developers for content planning,” Mr. Spero said. “Check out the U.K. numbers. The English seem to like much larger phones than the rest of us.”