After spending last year engaged in a "tug-of-war" with Android over mobile ad impressions, iOS has been building a big lead in the past few months, according to a new report from mobile marketing company Velti.
Velti's past reports pegged iOS share of mobile ad impressions at 53 percent in March, which increased to 55 percent in April, and now to 59 percent in May. The report also points out the strong performance of the iPod Touch, which received 14.9 percent of total ad impressions — not just more than any Android device, but also more than the iPad.
Speaking of the iPad, Velti says Apple's new-ish tablet seems to be growing (at least on the mobile ad side) more slowly than the iPad 2. At this point in its release cycle, the iPad 2 had 21 percent of total ad impressions, while the new iPad (boy, it's awkward to distinguish between them when they don't have numbers) only has 13 percent.
The report isn't all about Apple. In fact, it leads with data from Velti's mobile payments platform ZayPay showing that the average transaction amount has increased 9 percent in the past three months. The report also notes that 75 percent of ads are delivered via WiFi — probably due in part to the aforementioned iPod Touch, which is WiFi-only. And when it comes to app categories, Velti says education is currently the most lucrative, with an average eCPM (price per thousand impressions) of $0.92.
The data is based on data from Velti's Mobclix Exchange, which supposedly serves ads to more than 33,500 apps.
Velti is the leading global provider of mobile marketing and advertising technology and solutions that enable brands, advertising agencies, mobile operators and media to implement highly targeted, interactive and measurable campaigns by communicating with and engaging consumers via their mobile devices. The Velti platform, called Velti mGage™, allows customers to use mobile and traditional media to reach targeted consumers, engage the consumer through the mobile Internet and applications, convert them into customers and continue to actively manage the relationship...
iOS is Apple's operating system for their mobile devices. It debuted in 2007 with the release of the first iPhone, but has since been extended for use with the iPod touch, iPad, and Apple TV. iOS' user interface relies on users' direct manipulation of the product screen with multi-touch gestures, including swipes, pinches, taps, and reverse pinches.
Android is a software platform for mobile devices based on the Linux operating system and developed by Google and the Open Handset Alliance. It allows developers to write managed code in Java that utilizes Google-developed software libraries, but does not support programs developed in native code. The unveiling of the Android platform on 5 November 2007 was announced with the founding of the Open Handset Alliance, a consortium of 34 hardware, software and telecom companies devoted to advancing open standards...
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