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Adfonic, the global mobile advertising marketplace, today releases its Global AdMetrics Report for Q2 2012, which draws data from thousands of mobile advertising campaigns, spanning almost fifteen thousand mobile sites and apps, to help advertisers, developers and publishers drive better performance.

The key findings are:

1. Android overtakes iOS to become the most popular platform for mobile advertisers
2. There are ‘sweet spot’ combinations of advertiser campaign verticals and publisher inventory channels
3. Gender targeting drives improved performance
Adfonic’s Global AdMetrics Report is available from Adfonic’s website at http://adfonic.com/news/reports/

1. Android overtakes iOS to become the most popular platform for mobile advertisers

For the first time Adfonic’s global marketplace shows that Android’s share of mobile ad impressions has overtaken iOS. Android increased its share from 38% in Q1 to 46% in Q2 while iOS lost share to Android, declining from 45% in Q1 to 34% in Q2.

Looking at geographic regions within the worldwide figures, the AdMetrics Report showed that Android continues to sweep the globe. In Q1 2012, Android had already surpassed iOS to become the dominant platform in North America. In Q2, Android now leads Europe for the first time, accounting for 43% of ad impressions across the continent. This is up from 35% in Q1, while iOS trails at 34%, down from 41% in Q1.

Android also consolidated its grip on North America, where its share was up significantly, from 46% in Q1 to 63% in Q2. This increased its lead over iOS, which lost ground from 42% in Q1 to 30% in Q2.

Paul Childs, CMO of Adfonic said: “The growing dominance of Android across Adfonic’s global advertising marketplace reflects wider industry trends that we are seeing from other sources, and highlights widespread consumer adoption of the increasing number of Android-powered devices.”

He continued: “Together, Android and iOS devices now account for 80% of Adfonic’s global ad inventory. This is largely because their smartphones and tablets have the most compelling user interfaces, comprising touchscreens, geolocation features and attractive displays. They are fulfilling their tremendous advertising potential to show engaging ad formats, such as rich media.”

2. There are ‘sweet spot’ combinations of advertiser campaign verticals and publisher inventory channels

The AdMetrics report also showed that there is a ‘sweet spot’ in which combinations of advertiser campaign verticals and publisher inventory channels produce exceptionally high clickthrough rates (CTRs) and effective earnings per thousand impressions (eCPMs).

For example, news sites that show ads for style and fashion can increase eCPMs eightfold compared to averages across the global marketplace, indicating the huge potential for these sites if they attract fashion-oriented audiences. Meanwhile, FMCG and retail ads perform particularly well on social networking sites, with increases of over 500% in eCPMs.

3. Gender targeting drives improved performance

The Adfonic global figures demonstrate that gender-targeted campaigns and campaign creatives are far more likely to deliver higher than average CTRs.

For example, at the global level, across all platforms and devices, there is a 164% uplift in tech and telecoms campaigns that are male targeted. FMCG & Retail campaigns that are either male or female targeted perform up to 46% better than average. Adfonic’s Global AdMetrics Report also found that although women click less, they are more 53% more likely to convert than men.

About the Adfonic Global AdMetrics Report

The Global AdMetrics Report pulls data from Adfonic’s diverse global mobile advertising marketplace to provide developers, publishers and advertisers with actionable insights.

It covers Adfonic’s regions worldwide, including North and South America, Europe, Africa and Asia, pulling in data from platforms including Android, iOS, RIM, Symbian and Windows, and channels such as games, entertainment, lifestyle, news and social networking.

Adfonic’s Global AdMetrics Report also looks at key metrics such as inventory share, volume, clickthrough rates (CTRs) and effective earnings per thousand impressions (eCPMs). The latest report includes sample demographic data to provide further insight into consumer response to mobile ads by age and gender.

It is available from Adfonic’s website at http://adfonic.com/news/reports/

About Adfonic

Global mobile advertising marketplace, Adfonic, enables advertisers to bid for display advertising space on mobile sites and applications to extend their reach and drive results, and publishers to maximise the earning potential of their mobile traffic.

Adfonic runs an average of over 4,000 campaigns a month for clients including Samsung, Warner Bros., eBay, McDonalds, Groupon and Google and reaches an estimated 200 million mobile unique users monthly. Almost 80 billion ad requests were generated through Adfonic's marketplace during Q2 2012.

The company is headquartered in London with further operations in New York, Paris, Madrid, Munich, San Francisco and Singapore.
To learn more, visit http://adfonic.com or http://blog.adfonic.com

Published on: 10:07AM on 18th July 2012