Android OS fuels 20 % growth in Global Mobile advertising

San Mateo : InMobi, the world’s largest independent mobile ad network, revealed its monthly network data analysis findings in its Mobile Insights Report: North American and Global Editions April 2011. The largest and most comprehensive report of its kind is based on data from the InMobi network which currently serves 35 billion monthly mobile advertising impressions to over 314 million consumers globally. This report highlights the continued growth of mobile advertising, as the InMobi network grew by 17% in North America (900 million monthly impressions) and 11% globally (3.4 billion monthly impressions) in just three months. This growth was largely driven by the continued growing trend towards smartphones, which grew by 20 percent globally or 2.3 billion monthly impressions over the same time period.

Total mobile advertising impressions on the InMobi network in North America grew by 17 percent, which continues to be driven entirely by smartphone impression growth of 37 percent. A significant eight out of every ten mobile impressions in North America is now on a smartphone device. Smartphone impression growth, primarily on Android and iPhone OS continues to fuel the growth of in app advertising which grew by 58 percent from January to April 2011.

iPhone OS captured +9.4 share points in April 2011, following the early February launch of the Apple iPhone on Verizon Wireless in the US. Although iPhone OS enjoyed a boost with the Verizon launch, Android remains the top platform in the region with 37 percent share of total impressions, leading iPhone OS by 4.0 share points.

Anne Frisbie, VP Managing Director North America, InMobi, comments: “Smartphones represent an ideal marketing channel, the always-on, interactive, and social experience helps to provide reach for brands and a more immersive experience for the consumer. With smartphones now representing over 80% of all mobile ads in North America, advertisers and publishers are now focusing on providing consumers with engaging, rich ad experiences, it’s crucial that the industry identifies, creates and tests the best creative executions to fully engage consumers.”

Total mobile advertising impressions on the InMobi network grew by 11 percent (January 2011 to April 2011), this was driven by the large influx of smartphone impressions, which increased by 2.3 billion during the period.

Mobile phone manufacturers Samsung, Apple and HTC continued to capture share from global leader Nokia. Although Nokia still remains in the number one position with 37 percent 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. Globally, 39 percent of all mobile ad impressions now occur on smartphones.

Commenting on the study, James Lamberti, VP Global Research & Marketing at InMobi, says: “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.”

The report also highlights that Android smartphone growth continues at a rapid pace, capturing an additional +3.3 share points to represent nearly 17 percent of all mobile ads globally. Smartphones continue to become a primary channel to digital media consumption on a global basis, especially in markets including Asia, Eastern Europe and Africa, where consumers rely on their smartphones as their primary gateway to digital content.

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