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BizReport : Research archives : March 16, 2012

For mobile ads, bigger is better

The IDC predicts tablet shipments will surpass 100 million this year. In Q4 2011 more than 28 million shipped globally, a 56% increased quarter-to-quarter. Prior to the 100m forecast, the IDC predicted 2012 tablet shipments would push nearly 88 million.

by Kristina Knight

"As the sole vendor shipping iOS products, Apple will remain dominant in terms of worldwide vendor unit shipments," said Tom Mainelli, Research Director, Mobile Connected Devices. "However, the sheer number of vendors shipping low-priced, Android-based tablets means that Google's OS will overtake Apple's in terms of worldwide market share by 2015. We expect iOS to remain the revenue market share leader through the end of our 2016 forecast period and beyond."

IDC also found eReaders had strong growth, with nearly 11 million units shipping (Q4 2011), up from 6.5 million in Q3.

With the strong device growth, how big is mobile marketing becoming? Millennial Media's new 2011 Year in Review SMART report shows 9 verticals with triple digit year over year (YoY) growth, with Finance leading the pack (314% increase). What's more these aren't typical display ads.

Nearly one quarter (24%) of mobile ads in Millennial Media's network offered 'click to video' actions, 31% offered the ability to make a call and 32% allowed for app downloads.

Meanwhile data from Greystripe finds, in mobile, bigger is definitely better. According to company information full screen mobile ads earned five times more for developers than typical banner ads. They also report apps in their network earn as much as $1,330/day and upwards of $24,000/month.

"In 2010, Steve Jobs famouslysaid 'Mobile ads suck'. Over the past two years we have seen mobile advertisingcome a long way," said Kurt Hawks, general manager at Greystripe. "We are anindustry leader in rich media full-screen ads, and the money our publishers andapp developers make in the Greystripe network reflects that."

Greystripe, recently acquired by ValueClick, Inc. is the largest brand-focused mobile advertising network (reach) in the US.

Tags: Greystripe, IDC, Millennial Media, mobile ad trends, mobile advertising, mobile device trends

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