A new infographic from Guohe Ad, a mobile ad mediation specialist in China, tries to shed a little light on to how well two popular mobile platforms are performing when it comes to in-app advertising.
Warning: the infographic isn’t as comprehensive as one would hope it to be — Ghuohe’s research only covers iOS and Android, and therefore leave out other OS platforms and app stores, for example Ovi on Symbian or China Mobile’s M-Market.
That’s potentially a big omission, given that Nokia (NYSE: NOK) has enjoyed a historically strong position in the Chinese mobile market, with its Ovi app store, by one measure, the most-visited of all mobile app stores in the country. (In that report, M-Market is a very close second to Ovi.)
Still, for what it does cover, the graphic below does provide some illuminating numbers from a hugely influential market that can otherwise often seem impenetrable to outsiders.
The market for in-app advertising in China is still pretty small, but — as a key way of monetizing mobile content — it is growing at a fast clip. Figures from analyst firm iResearch (via the China-based blog TechNode) note that last year revenue from in-app advertising was around $11 million, but by the end of 2011 it should increase nearly five-fold to $48.7 million.
TechNode also notes that when it comes to ad platforms and other middle-men, the Chinese is just as crowded as the mobile market in the rest of the world. Currently, there seem to be at least 30 active mobile ad platforms, including those from major players like Apple (NSDQ: AAPL), Google (NSDQ: GOOG) and China Telecom; web plyers like AdChina and mobile-specific players like MadHouse, Wooboo and Domob.
Some key points from Guohe Ad’s research:
Money talks. Unsurprisingly, big cities and their wealthy denizens account for 80 percent of all mobile ad impressions in the country, with Beijing, at 29 percent of all mobile impressions, being the most active.
Size does matter 1. It notes that Apple’s bigger share of ad impressions — 58 percent to 42 percent for Android — is down to its bigger app store that “attracts more user interaction,” but that this is likely to change as the Android Market grows.
Size matters 2. As with Millennial’s figures from yesterday, the sheer number of Android devices on the market means a more diluted stake for each individual OEM. In China, HTC is the biggest of all the Android makers, at 11 percent, with Samsung only in at eight percent of all mobile ad impressions. That’s in contrast to the picture in the U.S., where Samsung is the strongest Android player.
Size matters 3. Interesting correlation of screen size to click-through rates, where the bigger the screen, the less likely, it seems, people are to click through on a mobile ad. Smartphones have a 2.87 percent CTR; seven-inch Android tablets have 2.65 percent CTR and iPads have the lowest of all, at 0.47 percent.