“Apple” tablets have overtaken the iPhone in popularity among advertisers: the latter are increasingly being “put” on the iPad, analysts at MoPub say in their new study. About the reasons – in the material.
According to MoPub data for the fourth quarter of 2012, advertisers are increasingly looking towards the iPad with great interest. There are several reasons for this.
One of them is that the tablet screen is much identical to that of desktop systems.“ In fact, advertisers can easily transfer their promotion strategies from PCs to tablets. They don’t need to completely redesign the ad design. Banners take up the same amount of space on the screens of “tablets” as on the displays of small laptops. At the same time, for small smartphone screens, they always need to be redrawn.
The second reason is the higher CTR on the iPad than on the iPhone. In the first days of December, the iPad’s MoPub had a clickability of 1.7%, but in early January it jumped to 2.2%. At the same time, the iPhone’s CTR growth ended by 1.5%. The indicators of Android systems were lower. And, surprisingly, on Google tablets, they turned out to be lower than smartphones on the same platform – 0.9%.
As for eCPM, according to the results of the entire fourth quarter of 2012, it also turned out to be the highest for the iPad. However, the growth rate of eCPM is significantly lower than that of other types of devices. Despite this, it will be at least difficult to achieve an effective price of $1.40 per 1000 views for the same Android tablets at the current cost of $ 0.99.
Jim Payne, executive director of MoPub, explains this by saying that Android users are much more difficult to monetize and advertisers do not want to spend the same money on attracting them as on promoting on the iPad.