Sprint, Apple's iOS, IAB: News briefs
By Staff reports
December 14, 2012
News and notes of the day
Sprint makes offer to buy rest of Clearwire Corp.
Sprint Nextel Corp., which is majority owner of Clearwire Corp., has offered to $2.1 billion to acquire the rest of the company in order to boost its own wireless data services.
While Clearwire has been looking for new financing, the company’s shareholders are not expected to accept Sprint’s offer.
Sprint needs to improve its network to compete with Verizon Wireless and AT&T and the Clearwire deal would help it accomplish this goal. However, Clearwire has said it has enough money to last for a while and may hold out for a higher bid.
IOS continues to lead in mobile ad impressions
Apple’s iOS mobile operating system continues to lead in North American mobile ad impressions, with a 46 percent share of the market, up 4.1 percent from the previous quarter.
Android’s growth rate was higher at 5.4 percent, giving it a 43.6 percent share of mobile ad impressions between September and November.
With just a 2.4 percent difference between the two platforms, this shows that the platforms are highly competitive, offering an opportunity for mobile advertisers.
Apple devices took the top three positions in terms of handset share of impressions, with the iPhone leading the market with 27.5 percent, ahead of the iPod with 11.5 percent and iPad with 7 percent.
63pc of mobile video viewing happens at home
With nearly two-thirds of mobile phone video viewing taking place at home, this provides significant cross-media opportunities for marketers, according to a new report from IAB.
Brand marketers have an opportunity to tie mobile digital video to live television programming or to link print magazine ads to relevant clips, according to the report.
The research also revealed that 92 percent of viewers share mobile video they have watched on their phone with others, suggesting there is also an opportunity to drive viral opportunities in mobile for video ads.
Another key finding is that video usage grows steadily throughout the day, peaking during prime time TV hours. Twenty-two percent of video interactions were to access content viewers planned to watch, while 18 percent were out of boredom, and only 3 percent because no other screen was available.
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