Key mobile ad developments:
The industry is simultaneously consolidating, and growing more complex. Ad exchanges, supply-side platforms and mobile ad networks are all reaching for scale and the latest ad technology. Increasingly, the lines between these entities are blurring.
These companies are all vying for advertiser dollars and making big promises about the data and inventory they can provide buyers. But the fractured landscape makes it difficult to determine which companies have the best set of offerings to meet mobile advertisers' goals.
Programmatic is growing at a fast clip in developed mobile markets like the United States, 56% annually by some estimates. Within mobile programmatic, real-time bidding, which allows for the serving of personalized ads to app and site visitors, is particularly influential.
The rise of programmatic is leading to a reshuffle of the entire industry. Many of this year's mergers and acquisitions in mobile ads can be traced to either the need for scale or the rise of data-focused programmatic ad trading.
Demand-side platforms and agency trading desks face a major barrier to their rise as engines for the demand side of the programmatic equation: media agencies and media planners remain locked into their comfortable one-on-one relationships with traditional ad networks.
While PC sales have stalled, sales of iPhones and Android-based devices have exploded. This means that many organizations need to re-think information and technology strategy.
Mobile Device Management Magic Quadrant 2013
Mobile Outnumbers Wireline Internet Users in U.S. by 2015
Mobile Tablet Operating System Market Share 2013
U.S. Mobile Market Share April 2013
Smartphone OEM Market Share
138.5 million people in the U.S. owned smartphones (58 percent mobile market penetration) during the three months ending in April, up 7 percent since January. Apple ranked as the top OEM with 39.2 percent of U.S. smartphone subscribers (up 1.4 percentage points from January). Samsung ranked second with 22 percent market share (up 0.6 percentage points), followed by HTC with 8.9 percent, Motorola with 8.3 percent and LG with 6.7 percent.
Smartphone Platform Market Share
Google Android ranked as the top smartphone platform with 52 percent market share, while Apple’s share increased 1.4 percentage points to 39.2 percent. BlackBerry ranked third with 5.1 percent share, followed by Microsoft (3 percent) and Symbian (0.5 percent).
Source: comScore MobiLens service.