Lead by the iPad, tablets, and other non-phone devices accounted for 20% of mobile ads during the first quarter of 2012. That number is up 5% from the first quarter of last year. The increase reflects a change in the mix of mobile devices that people use to consume content and may have implications for the entire ad industry – mobile and otherwise.
The numbers from Millennial Media are based on the ad impressions sold delivered through the company’s advertising platform. The company’s report also includes a handful of other interesting data about the mobile market.
The iPad continues to lead in tablet ad impressions, followed by the Samsung Galaxy Tab and Amazon Kindle Fire. In addition to being the most frequently used tablets, all three were also among the top 20 mobile devices overall – a category that includes tablets, smartphones, and other mobile devices like the iPod touch.
The iPhone remained the top smartphone and Apple remained the top device maker. Android delivered more ad impressions as a platform (nabbing 49%). Not surprisingly, Samsung was the second biggest manufacturer after Apple. Samsung devices represented 4 of the top 20 smartphones.
Perhaps the most interesting point of the results is that while the iPad and other tablets are typically seen as being in competition with MacBooks and notebook PCs, they are also becoming a stronger competitor to smartphones in terms of accessing information and content on the go as well as at home or in the office.
The results highlight a need for advertisers to address tablet-specific browsing, reading, and gaming – something that many companies have avoided. A report on iPad and tablet advertising issued earlier this spring showed that most advertisers don’t take advantage of tablet screen sizes and other features like video that can be leveraged to create more interactive ad experiences.