Report: Tablets Impact Mobile Advertising; Generate 20 Percent Ad Impressions

On the m-Pulse podcast we have tracked the rise (and rise) of tablet devices, a new category of connected ‘non-phone’ devices that signals a shift in how we access (and interact with) content, advertising, apps — the works!

New data from independent mobile ad and data platform company Millennial Media reveals the tablets generate 20 percent of all ad impressions across the Millennial Media mobile advertising platform during the first quarter of 2012. That’s 1 in 5 ad impressions, increase of one-third (33 percent) over the previous quarter.

Connect the dots in the Millennial Media Mobile Mix report, as we do in episode #15 of m-Pulse, and it’s clearthat views of online advertisements are gradually migrating to mobile devices.

Significantly, the number of impressions on tablets now far exceeds impressions on feature phones, which represented just 7 percent of impressions in Q1 2012 (a dramatic drop from 23 percent in Q1 2011).

Marketers and developers must factor tablets into their mobile strategies. This a huge difference from last year when just one tablet – the iPad – was on the Top 20 list of all devices on the Millennial platform. Fast forward to Q1 2012 and three tablets (!) made their way onto the Top 20 list of all devices on the platform.

Think it through. Apple’s iPad, Samsung’s Galaxy Tab, and Amazon’s Kindle Fire ranked in the top 20 among all mobile devices during the first quarter of 2012. That means 15 percent of the top mobile devices weren’t mobile phones; they were connected, non-phone devices including tablets.

In my view:
This new Mobile Mix report highlights two growth opportunities that are bound to be huge because they are wonderfully intertwined with each other and the way we lead our digital lives. Over at my companion post on MobileGroove I deep dive into these opportunities, and the potential pay-off for companies that recognize and react to what is clearly a profound shift in our personal, mobile behavior and how media is consumed.

About the author

Peggy Anne Salz

Peggy Anne Salz, Top 30 Mobile Influencer, is the chief analyst and founder of MobileGroove, a top 50 ranked influential destination providing custom research, strategic consulting and Thought Leadership content for the global mobile industry. A nine-time author her work includes two books about mobile apps, as well as dozens of reports, white papers and articles covering mobile marketing, mobile search and social media. Peggy will be a regular here at untetherTV, where her posts will also summarize the key takeaways from Apponomics: The Insider's Guide to A Billion Dollar App Business, a free book you can register to download here.

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