Amazon’s Kindle Fire was the best-performing tablet device for advertisers in the second quarter, according to metrics from Adfonic.
The majority of ad impressions on the mobile ad network, 79bn in total, were generated by Android devices for the first time during the second quarter this year, according to Adfonic’s Global AdMetrics Report for Q2 2012.
The ad network, which consists of almost 15,000 mobile sites and apps, saw 38% of all ad impressions generated by iOS devices compared to 45% the previous quarter, while Android devices generated 46%, up from 38% in Q1.
The bulk of ad requests were generated by smartphones (91%) with the iPhone the top-performing device model, in terms of ad impressions, in Q2 generating 24.1% followed by the iPad which generated 4.9%, see graph in gallery above.
Samsung was the dominant manufacturer in the Android sector with four of its devices, all Android-based, ranking in the top-10 “best-performing devices”, see graph titled ‘top mobile devices’ in gallery above.
However, it was in the fast-emerging tablet sector where Amazon’s Android-based Kindle Fire disrupted the hegemony of both Apple and Samsung as it ranked the best overall device for advertisers and publishers.
The iPad dominated the sector generating 54.8% of tablet ad impressions during the quarter, this share is down 12% from the previous quarter, although Amazon’s Kindle Fire was better-performing in terms of its CTR Index and eCPM Index, see chart marked ‘top mobile devices’ in gallery above.
Generating a total of 6.6% of ad impressions, from tablet devices, on the network its click-through rate was 1.16% and its eCPM rate, or “effective cost per thousand impressions” was 1.16%.
Paul Childs, CMO of Adfonic, told new media age, “The statistics show that the Kindle is better for advertisers and publishers, given its share of the tablet market it totally over-performs.”
Childs said that the statistics also revealed that 58% of the audience on Adfonic’s network is male with 50% of the total audience aged between 20-30, a ‘hard-to-reach’ audience for advertisers.
The statistics also found that 30% of Adfonic’s audience was aged under 20 with a further 13% aged in their 30s with the remainder of its network audience aged 40 and above.
“We’re focused on driving quality [engagement] and not necessarily volume,” said Childs quoting statistics from the study which based the statistics based on over 8,200 campaigns which ran on the network during the quarter.
Childs also explained that while men are more likely to click on more ads, women were more likely to purchase once they had clicked on an ad. “We also found that people are more likely to purchase on the weekend compared to during the week,” he added.
