The American company in its corporate blog told about the four main trends of the outgoing 2012 in the mobile advertising market.
The results presented by Millennial Media are preliminary. The company has not yet received figures for the fourth quarter. For this reason, it was based primarily on US data for July-September.
The first trend is the continued rapid growth in the number of views from the iPad. It also applies to the seven-inch version of the tablet. In November alone, the number of views from the iPad mini grew by 28% per day. For comparison, the Kindle Fire’s pace in November last year was 19% per day. As Millennial Media also noted, the positive dynamics of the iPad mini does not affect the growth of the iPad. The increasing influence of Samsung in the market is the second important trend.
If in the third quarter of 2011, the Korean company had 23% of advertising views from Android devices, then by the end of the third quarter of 2012, this figure increased to 46%. The shares of all other major companies in the American mobile advertising market have fallen significantly: HTC lost 16%, Motorola – 11%, LG – 7%.
The third trend is the growth of mobile advertising costs. In the USA, the automotive and tourism segments grew most actively in terms of costs: on average, by 300% and 250% per quarter (from the first to the third).
Another important trend in 2012 was the increase in the popularity of targeting. It is also quite an expected event: big brands began to come to the market. They are more interested than anyone in accessing the audience they are interested in. It is impossible to do this without targeting. By the way, Millennial Media here notes the special interest of advertisers in various segments to the business audience.