MUMBAI: Independent mobile ad network company, InMobi, has said that Android has surpassed iPhone OS impression share in Asia Pacific for the first time, capturing 9.5 per cent share of regional ad impressions.
Android has reached 1.7 billion impressions to capture 9.5 per cent share of impressions, gaining 4.3 share points in just three months.
In its Mobile Insights Report titled ‘Asia Pacific Edition April 2011’, the company says that mobile impressions on the InMobi network crossed 18 billion, growing 10 per cent from January to April 2011. The volume of mobile impressions signifies the reach mobile devices can offer local, regional and global brands in these mobile first markets.
The report also says that although smartphones represent only one of every four ads in this enormous market, its impressions continue to grow at a faster pace than advanced phone impressions, while advanced phones still dominate the market with 76 per cent share of ad impressions.
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Nokia OS continues its domination as the top platform in the region, but loses 1.9 share points to hold 27.3 per cent share. iPhone OS and Android together now represent 18.9 per cent of all InMobi impressions in the region. Nokia also remains the dominant mobile device manufacturer in the region, controlling 49.9 per cent of the mobile ad share in the market
Even with a drop of 1.5 share points in April 2011, Nokia continues to be the dominant device manufacturer in Asia Pacific by ad impressions.
With a 16.8 per cent market share, Samsung grew the fastest from January to April 2011, gaining 2.6 share points. Seven of every 10 mobile ads across the InMobi network in Asia Pacific are delivered on Nokia or Samsung devices.
In terms of impressions in Asia Pacific on the InMobi network, India leads the pack with a market share of 41.6 per cent, followed by Indonesia (25.2 per cent) and Vietnam (9.1 per cent).
InMobi VP and MD – Asia Pacific Atul Satija says: “With improving smartphone adoption, faster networks and cheaper data plans, this is an extremely exciting time for marketers to successfully execute highly targeted, impactful, and measurable campaigns that will greatly improve ROI.”
Globally, total mobile advertising impressions on the InMobi network grew by 11 per cent (January to April 2011), and 39 per cent of all mobile ad impressions now occur on smartphones.
The report says this was driven by the large influx of smartphone impressions, which increased by 2.3 billion during the period.
Smartphones continue to become a primary channel to digital media consumption on a global basis as 39 per cent of all mobile ad impressions now occurring on the device.
The Android smartphone growth continues at a rapid pace, capturing an additional 3.3 share points to represent nearly 17 per cent of all mobile ads globally.
The study states that although Nokia still remains in the number one position with 37 per cent share of global impressions, their historical dominance is quickly eroding. Nokia lost 1.0 share points in just 90 days, while Samsung (+1.2 share pts), Apple (+0.4 share pts) and HTC (+1.2 share pts) gained share.
InMobi VP global research and marketing James Lamberti adds, “Following the global smartphone revolution, ‘in-application’ advertising continues to outpace mobile web ad growth. With a large global contingent of mobile app developers for iOS, Android and now Windows Phone 7, these developers represent an invaluable part of the mobile ecosystem. Developers are among the most influential individuals in the future of the mobile market and their products will shape the future of mobile advertising. The landscape will be very interesting to watch over the next year as many developers began to focus on mobile web apps to help alleviate device and platform fragmentation issues.”
