Advertiser and demand-side platform demand for mobile ad impressions (both in-app and otherwise) through real-time bidding (RTB) rose from 0.4 bids per impression request in January to 1.6 in June, with a peak of 1.7 in May, according to Please login or create an account in order to access this content. an August 2012 report from MoPub. That competition drove volatility in auction win rates early in the year, from a low of 18% in January to a high of 53% in February, stabilizing at 37-38% in the last two months of H1.
Comparing the major operating systems, the report finds that iOS commanded the higher eCPM over Android in Q2, with the former ranging between $0.80-$0.91, compared to the latter’s range of $0.39-$0.52. Relative to the average eCPM, iOS commanded between 17% and 23% above the average, compared to Android’s 33%-41% below-average.
FRAMINGHAM - Apple’s OS X Mountain Lion is off to a solid start in its first 48 hours and now powers more than 3% of all Macs, an online advertising network said today. Chitika, which regularly mines its ad impression data for trends in operating system and browser usage, reported Friday that two days after its introduction, OS X Mountain Lion accounted for 3.2% of all versions of Apple’s operating system. OS X 10.6, aka Snow Leopard, retained the top spot in Chitika’s ranking with a 45.5% share, while Lion, or version 10.7, accounted for 35%. In an email touting its findings, Chitika characterized Mountain Lion’s 3.2% as “rather impressive,” and predicted that the new OS would “do much better” than its 2011 predecessor, Lion.
As report after report shows us, Google controls nearly half of the global online advertising market. So you can imagine that it has reams of data from which to extract insights. To give publishers a window into those vast stores of data, the tech giant today released the first of what it says will be a series of publications that mine information collected from across its display advertising properties, including DoubleClick for publishers, the DoubleClick ad exchange and the Google AdSense network. Using data sets containing tens of billions of impressions served by publishers around the world, the report ranks content verticals by ad impressions and CPM. It also looks at trends in mobile Web and video ad impressions, as well as geographic patterns.
For example, Google found that, in 2011, Arts & Entertainment was the top vertical in monetized impressions across AdSense and the Ad Exchange, followed by Online Communities and Games. However, Shopping, Sports, Pets & Animals and Auto & Vehicle sites were among the verticals to experience the fastest year-on-year growth. Despite its high impression ranking, Online Communities saw a double-digit decline, as did the Business & Industrial and Reference verticals.
According to a new study from comScore and Pretarget, ad viewability and hover time are more strongly correlated with conversions (defined as purchases and requests for information) than clicks or total impressions. Pretarget Founder Keith Pieper opines “Your ad being seen matters more than your ad being clicked… what good is an ad that can’t be seen… It’s intuitive that… someone hovering and engaging with an ad might convert, even absent a click… “ The study analyzed 263 million impressions over nine months across 18 advertisers in numerous verticals. The study used used:
According to a recent comScore release of results from its U.S.-based vCE Charter Study involving online advertising campaigns from 12 premium national advertisers, a large portion of ad impressions are not delivered according to plan, and that the quality of ad delivery can vary greatly based on a variety of factors, including site, placement, creative and targeting strategy.