Velti: new iPad helped push iOS over Android in ad share
updated 07:25 pm EDT, Wed April 11, 2012
Velti data shows iOS leading Android in mobile ads
Research by mobile marketing company Velti has shown that Apple’s iOS pushed past Android in mobile ad share thanks to the arrival of the new iPad. Velti owns Mobclix Exchange an has analyzed the data collected from 33,405 mobile apps recorded in use by the service. According to Velti, at the end of 2011, Apple and Google each had a 50 percent share of the market, but iOS took a 53 percent share for the month of March.
Velti’s report says that the difference was largely due to the record launch of the new iPad. Mobile advertising on the new iPad accounted for 2.2 percent of iPad ad impressions during March, where impressions for the iPad were 1.5 for the iPad 2 in its first month.
Other data to emerge from the Velti report also yielded information on what were the ad formats and types of apps that returned the greatest number of ad impressions. A fullscreen iOS ad paid $1.22 per one thousand impressions, which compared with just 59 cents for the more common 300x50 ad banner.
Against this, a fullscreen ad on Android returned $1.14 for one thousand impressions, while a standard banner returned just 33 cents per one thousand impressions. Weather apps were the most effective at returning advertising revenue to app distributors at $1.24. Education apps picked up $1.17 and lifestyle apps returned 89 cents. [via TechCrunch]
