Google and Apple Losing Mobile Advertising Market to Publishers
Research firm IDC today announced the release of a new report covering the mobile advertising market, noting that ad networks such as those from Google and Apple are losing traction to publishers able to use their size to drive their own advertising sales.
Where in past years, ad networks such as Google, Millennial Media, and Apple received most of the spending on mobile display ads, now publishers control the segment, thanks to very strong sales growth in the past year. Facebook, Pandora, Twitter, and The Weather Channel all registered strong sales in 2012 and all (with the exception of Pandora) popped onto the scene from zero sales in 2011. As a result, publishers controlled 52% of U.S. mobile display ad spending in 2012, compared to the 39% they received in 2011.
IDC notes that, despite slowing growth, the mobile advertising market continues to boom in the United States, growing 88% in 2012 to reach $4.5 billion to provide a massive opportunity for ad networks and publishers alike. The report notes that mobile advertising now accounts for 11% of all digital advertising, illustrating the strong momentum of mobile.
Apple has long faced an uphill battle to gain momentum with its iAd service, repeatedly slashing buy-in fees in order to lure and keep customers unwilling to commit to expensive advertising campaigns limited to Apple devices. The popularity of Apple's devices did allow Apple to rise to the number two spot behind Google in mobile display advertising, but IDC notes that Apple ($125 million gross revenue) lost that spot to Millennial Media ($151 million gross revenue) last year.
Apple's iAd program grew out of its 2010 acquisition of ad firm Quattro Wireless. Quattro founder and CEO Andy Miller left Apple in mid-2011, and since that time iAd has been overseen by senior vice president Eddy Cue as part of Apple's umbrella of Internet Software and Services.
Popular Stories
Following nearly two years of rumors about a fourth-generation iPhone SE, The Information today reported that Apple suppliers are finally planning to begin ramping up mass production of the device in October of this year. If accurate, that timeframe would mean that the next iPhone SE would not be announced alongside the iPhone 16 series in September, as expected. Instead, the report...
Key details about the overall specifications of the iPhone 17 lineup have been shared by the leaker known as "Ice Universe," clarifying several important aspects of next year's devices. Reports in recent months have converged in agreement that Apple will discontinue the "Plus" iPhone model in 2025 while introducing an all-new iPhone 17 "Slim" model as an even more high-end option sitting...
Apple supply chain analyst Ming-Chi Kuo today shared alleged specifications for a new ultra-thin iPhone 17 model rumored to launch next year. Kuo expects the device to be equipped with a 6.6-inch display with a current-size Dynamic Island, a standard A19 chip rather than an A19 Pro chip, a single rear camera, and an Apple-designed 5G chip. He also expects the device to have a...
Apple typically releases its new iPhone series around mid-September, which means we are about two months out from the launch of the iPhone 16. Like the iPhone 15 series, this year's lineup is expected to stick with four models – iPhone 16, iPhone 16 Plus, iPhone 16 Pro, and iPhone 16 Pro Max – although there are plenty of design differences and new features to take into account. To bring ...
Apple’s iCloud Private Relay service is down for some users, according to Apple’s System Status page. Apple says that the iCloud Private Relay service may be slow or unavailable. The outage started at 2:34 p.m. Eastern Time, but it does not appear to be affecting all iCloud users. Some impacted users are unable to browse the web without turning iCloud Private Relay off, while others are...
