Medialets Data Spotlight: Mobile Rich Media’s Momentum Q4 2010
by Elena Perez
There’s no shortage of data to substantiate the momentum of mobile. In the past week, technology research firm IDC reported that smartphone shipments increased 87% worldwide in fourth quarter, while a Q4 study from Advertisers’ Perceptions Inc., revealed the majority of advertisers and agency executives are planning to increase ad budgets in 2011. Meanwhile, Mary Meeker declared “Mobile Has Hit Critical Mass’ in her latest report on the top 10 Mobile Trends.
It’s an exciting time for mobile and that momentum carries through to Medialets, the most widely deployed rich media ad platform for mobile and connected devices.
Medialets Q4 2010 Growth Highlights
- Medialets premium inventory across iPhone, iPad and Android devices increased nearly 300% in fourth quarter 2010.
- Though Android continues to grow market share, iOS dominate for premium mobile inventory.
- While fragmentation is a reality for Android, it is actually a smaller set of Android devices that represent the vast majority of Android inventory across premium apps.
- In Q4 2010, Medialets premium iPad inventory tripled but is still outpaced by 330% growth in iPhone inventory.
- Top verticals in mobile rich media during Q4 2010 were Automotive, Restaurants, Entertainment and Finance.
1. Medialets Premium Mobile Inventory Quadruples in Q4 2010
A phenomenal 275% increase in Medialets inventory was fueled in part by the growth of Medialets-enabled apps, as publishers integrated the Medialets platform into their existing and new iPhone, iPad and Android apps. Today, more than 175 premium apps have integrated Medialets mobile rich media ad platform.
Another key factor was an overall jump in app usage as more consumers became hooked on the convenience of mobile weather, news, entertainment, sports, lifestyle and healthcare apps.
2. Android Subscribers Surge, but iOS Dominates in Premium Apps
Though Android has exceeded iOS in US market share (see the recent report by comScore), Medialets iOS inventory growth outpaced that of Android in Q4 2010.
2011 will bring continued growth in premium Android app inventory but, for the time being, iOS dominates.
3. A Closer Look at Android: Device Fragmentation
While fragmentation continues to be a theme for Android devices, the reality is that, for premium inventory, a smaller percentage of devices represent a larger share of inventory.
The Verizon Droid, the HTC EVO and Motorola’s Droid X round out the top 3 Android devices. Collectively, the devices below represent 89% of Android inventory.
Verizon led the way for Android inventory in Q4 2010, notably before the Verizon iPhone became available.
Worth noting is that Google TV represents only a small % of inventory in Q4 2010, but Connected TV will represent a greater share in 2011.
Manufacturers HTC, Motorola and Samsung represented the vast majority of inventory in fourth quarter 2010.
4. iPhone & iPad: iPhone Leads for iOS
Meanwhile, both iPhone and iPad inventory continued their climb throughout the quarter, with a jump in December driven in no small part by new devices purchased over the holidays.
The distribution of iPhone to iPad inventory among Medialets-enabled apps aligns with the market data. [According to Apple, 7.33 million iPads were sold in Q4, but the iPad is still eclipsed by the 16.24 million iPhones sold in the same period.]
As shown by the chart below, the vast majority of iOS devices have the most recent version of the operating system.
5. Leading Verticals in Mobile Rich Media
Medialets also saw significant growth in rich media campaigns across a wide array of verticals. Automotive led the way with the largest volume of impressions in the fourth quarter of 2010, with Restaurants, Entertainment and Finance not far behind.
Visit our online Showcase to view Medialets rich media creative execution examples by Vertical.
6. Looking Ahead
2010 was largely a “coming out” year for mobile, as more advertisers, agencies and publishers embraced the emerging platform. The growth of smartphones and tablets, diversification of platforms and continued success of mobile rich media ad formats indicates that mobile advertising will hit a great stride in the coming year.
In January 2011, Medialets processed more than 120 billion analytic events—50 terabytes of data—in support of the more than 175 premium publisher apps, ad networks and mediators that have enabled Medialets rich media ad platform for their mobile properties.