Android may be the most used mobile operating system, but to get their ads in front of their preferred customers, advertisers are continuing to rely heavily on iOS devices. According to the Mobile Advertising Marketplace report published by MoPub on Thursday, 75 percent of spending on mobile advertising during the first quarter of 2013 was on devices running iOS.
MoPub, which is an ad-serving platform for mobile app publishers, found the iPhone was the strongest performer during the quarter; the report says the share of ad buying on Apple phones increased 12 percent between January and March. The iPad experienced a drop-off in spending in February but rebounded a bit in March.
The share of Android tablet spending was negligible at less than 1 percent, according to MoPub. Android phones, which took about a quarter of all mobile ad spending, saw the reverse pattern from the iPad: spending on the platform increased in February before dipping back down in March. MoPub explains that “In Q1 2013, many ad buyers discovered the increase in user value on Android devices was offset by a poor conversion rate of users from these ads.”
As for the kinds of ads being placed, things swung more toward interactive ads, with the share of spending on them growing from 15.7 percent to 79.1 percent during the quarter.