“Historically, there is a dip in ad spending following the holidays as we head into the New Year,” stated MoPub, a leading ad-serving platform, alongside the release of its first-quarter 2013 Mobile Advertising Marketplace Report. “This year, we witnessed an extended down cycle, followed by an unprecedented influx in ad spending at the end of Q1, which resulted in quarter over quarter growth (Q1 2013 over Q4 2012).”
The theory for at least some of this shift is that advertising agencies were unwilling to open up their wallets in the wake of the uncertainty that leaked out of Washington and into the markets at the turn of the year. This led to a spending delay, which resolved itself at the end of the first quarter. Advertisers, ostensibly primed with cash, seemed keen on ending the first quarter with the bang and starting the second quarter moving at full speed.
One of the most interesting findings from MoPub’s report is that Android impressions did not maintain traction in the first quarter of 2013. Particularly compared to the increase in CPM for Apple devices, Google’s platform looked underwhelming for the quarter.
MoPub suggests that after weeks of low total ad spending, by the end of March advertisers were willing to turn back to higher-priced and higher-quality iOS inventory. As a result, CPM increased for the Apple platform, but remained underwhelming on Android.
All told, Apple’s iPhone took about 50 percent of total ad spending share in March, compared to just 24 percent for Android phones. Apple’s iPad took about 19 percent of ad spending share, while the iPod touch took about 6 percent.