Global mobile trends: Apple beating Samsung in mobile ad battle


Apple has widened its lead over Samsung in terms of global ad impressions, despite the growing popularity of the Korean manufacturer’s devices, according to a new report.

Adfonic’s Global AdMetrics Report for Q3 2012, shows that Apple and Samsung devices accounted for nine of the top 10 mobile devices by share of ad impressions.

Apple’s share of ad impressions increased from 34% in Q2 to 37%, while Samsung’s increased from 23% in Q2 to 24%. This meant that, while Apple and Samsung both increased their share of global ad impressions quarter on quarter, Apple actually extended its lead by 2 percentage points, to 13 percentage points.


New mobile devices experienced rapid adoption, with Samsung’s Galaxy S3 reaching the global top ten by share of ad impressions within one quarter of launch.

The report also indicated that Real-time Bidding (RTB) provided huge uplift for buyers and sellers across all channels.

Adfonic’s Glo Victor Malachard, Adfonic’s CEO, said: “It is significant that, even though Samsung is making huge inroads in device ownership and gaining mobile advertising share, it is still losing ground to Apple. And these results don’t take into account the impact of new Apple devices such as the iPhone 5, the iPad Mini and the new iPad, which will be felt during Q4.

Meanwhile new Samsung products such as the Galaxy S3 Mini will also start to appear. It’ll be very interesting to see how the Apple v. Samsung rivalry plays out during Q4.”

Apple and Samsung devices dominate Adfonic’s platform for share of ad impressions. Apple occupied the top two positions, with its iPhone and iPod Touch devices accounting for 29.3% and 4.8% of ad impressions globally. Samsung took seven of the top ten positions with its Android-based Galaxy range of devices.

In North America, Google’s Nexus 7 tablet achieved tenth place by ad impressions, accounting for 1.4% of the region’s total impressions within five months of its June 2012 launch.

The channel with the strongest RTB performance was Social Networking, which generated clickthrough rates (CTRs) of 127% more than the average for non-RTB inventory, and effective earnings per thousand impressions (eCPMs) 663% higher than the average for non-RTB.

The next strongest performing channels for buyers were Entertainment, with 82% higher CTRs, and News, Sport & Information, with 71% higher CTRs.

Victor Malachard, CEO of Adfonic, commented: “The fact that we’re seeing significantly stronger performance from RTB across all channels is an indication of how the mobile display advertising industry is changing. Programmatic mobile buying is proving itself through concrete results, and RTB will emerge as the dominant way to buy mobile media, especially when tied to the direct and broad access enabled through Demand-side Platforms (DSPs) such as Adfonic’s Madison.”

View some of the key charts from the report below:




The global AdMetrics Report is available here:


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