Tablets grab bigger share of mobile ad spend: Millennial Media
September 9, 2013
Tablets gain traction
Four tablets and non-phone connected devices ranked as the top 10 devices on Millennial Media’s platform during the second quarter, showing how marketers are increasingly interested in advertising across various devices.
The finding is part of Millennial’s new “Mobile Mix” report from the second-quarter of 2013 that looks at trends on the company’s platform. Three tablets — Apple’s iPad, Samsung’s Galaxy Tab and Amazon’s Kindle Fire — and the iPod touch made the list of top 10 devices.
“In Q2, tablets and ‘non-phone connected devices’ made up four of the top ten devices on our platform, which is a remarkable change from what we saw just a few years ago,” said Marcus Startzel, chief revenue officer of Millennial Media, Baltimore, MD.
“Brands are increasingly showing more interest in advertising on tablets, and consumers are spending more and more time with their tablets, so it’s really a perfect marriage in that regard,” he said.
Growing mobile spend
Three out of the four top 10 devices on Millennial’s platform during the second-quarter of 2013 were Apple devices with the iPhone, iPad and iPod touch.
Samsung’s Galaxy S and Note, BlackBerry’s Curve and LG’s Optimus also made the list of top 10 devices.
Marketers eye bigger mobile screens
Additionally, Apple generated 42 percent of total impressions, which is up from 34 percent a year earlier.
Android impressions made up 51 percent of impressions, representing a growth from 46 percent during the second-quarter of 2012. The remaining 7 percent of impressions came from Symbian devices.
Smartphones generated 70 percent of all device impressions during the second-quarter of 2013. Non-phone connected devices made up an additional 25 percent of impressions with the remaining five percent coming from feature phones.
Specifically, 55 percent of tablet impressions came from the iPad, and Android generated 44 percent.
The Galaxy Tab and Kindle Fire generated 65 percent of Android tablet impressions, and the remaining chunk of impressions came from Google’s Nexus 7, Asus’ Transformer Pad and other devices.
When it comes to top manufacturers, Apple continued to claim the No. 1 spot during the second-quarter of this year, representing 39.3 percent of impressions.
However, Samsung is also gaining traction with 26.13 percent of impressions, likely due to its portfolio of larger smartphones and tablets that appear to be clicking with consumers.
“One particular device that showed significant growth quarter-over-quarter is the Samsung Galaxy Note, which grew over 40 percent,” Mr. Starzel said.
“This is a part of a growing trend where many consumers are showing they prefer larger screens, and the huge canvases on these devices present an exciting opportunity for advertisers to run video, rich media and other interesting creative units,” he said.
Lauren Johnson is associate reporter on Mobile Marketer, New York
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