A new report from Millenial Media, one of the world’s largest online ad networks, shows that Android boosted its share of mobile web usage to 51 percent this year, but that iOS usage is growing at a faster rate.
Android’s usage grew five points since Q2 last year, while iOS usage grew eight points to reach 42 percent. In tablets, the iPad held its lead, while the Android share was convincingly led by Samsung’s Galaxy Tab.
In the manufacturer league tables across all devices, Apple lead the way with 39 percent share with Samsung taking second place at 26 percent.
If Nuance gets its way with the just announced ‘Voice Ads’ mobile advertising platform, soon every mobile ad could include Siri-like functionality that lets you communicate with and ask questions about the product being advertised.
Nuance, the company behind the voice recognition module now used in Apple’s Siri, today announced a new project to bring its voice recognition technology to the mobile advertising world. The basic concept of the new platform, which Nuance made available through an SDK for advertising companies, is to bring a two-way, interactive conversation to mobile ads. As highlighted by Nuance in the video above, ads that implement the Voice Ads platform will allow users to engage in a Siri-like conversation with an advertisement:
Nuance Voice Ads gives mobile advertisers and creative agencies an opportunity to go beyond the limitations of the four-inch mobile device screen and create a conversation with consumers through the power of voice recognition. Voice Ads finally creates an opportunity for brands to deepen the relationship with their consumers, with targeted interactive ads that deeply engage their core audience – much in the way that the world’s most popular mobile personal assistants have deepened consumers’ relationship with their mobile phones.
In the demo above, Nuance shows an advertisement for a fictional deodorant brand that uses a magic 8-ball theme to answer any question that users might have. The ad of course ends in a pitch for the product in question, as you might expect. Other ads could allow users to ask specific questions about a product’s release date or specs…
There were reports last year that Apple’s former Director of Publisher Partnerships at iAd—and co-founder of Quattro Wireless (which Apple acquired in 2009 for $275 million)—was leaving to start a new reward-based ad company called “SessionM.” Lars Albright is one of many iAd execs that recently left the company. Former Vice President of Mobile Advertising Andy Miller departed last year, while Senior Manager Mike Owe left just this month for a new role at AdColony. In case you were wondering about Albright’s motivation for leaving Apple to work with other ad companies, he talked to BusinessInsider today about why SessionM will have the upper hand on iAd:
But Albright demurs. “We’re incremental to iAd or Millennial Media. We’re not replacing banners.” Rather, he argues, SessionM’s reward ads reach a consumer when they’re already engaged in an app, and the action is taking a natural break (such as a reload between levels).
That, he says, solves the main problem with mobile display banners of the type served in the iAd environment: While the branded content that iAds trigger may be incredibly rich, they’re limited by the small, unappealing size of the initial iAd banner that users must click to generate them.
“The limitation is the entry-point,” Albright says of the medium he pioneered. “It’s not going to provide engagement, it’s not going to provide rewards.”
Analytics firm Millennial Media, the second-largest mobile advertising platform behind Google, on Tuesday, released its monthly Mobile Mix report for November. Similar to their October survey that saw Android’s growth slowing (and iOS gaining). Compared to the summer period for November, both Apple’s and Research in Motion’s respective platform grew at the expense of Google. Specifically, Android went from 56 percent ad requests in October to 50 percent in November.
Meanwhile, iOS went from 28 percent ad requests in October to 30 percent in November. The BlackBerry platform recorded the biggest gain of all mobile platforms, increasing its share of ad requests from 13 percent in October to 17 percent in November. Because both iOS and BlackBerry grew their combined ad impressions by six percentage points, the same amount Android lost in the period, it is safe to assume that Apple and Research In Motion gained traction at the expense of Google’s mobile platform.
The findings are in stark contrast to the seemingly unstoppable Android growth that appears to have slowed down during the crucial holiday sales period. Android in November doubled iOS in ad impressions, but last month – its respective share changed to 50 percent for Android versus 30 percent for iOS. The Kindle Fire vs. iPad adoption figures and more info graphic charts are available below.
The Wall Street Journalreported this evening that Apple isn’t seeing the success they’d like with their iAd platform. The company has deployed iAd as an advertising platform throughout their iOS devices in the summer of 2010 and is now making changes in the hope of attracting both more developers and ad spending. First off, Apple is reportedly lowering the entry-level cost for marketers to $400,000 – down from $500,000 and even lower from the original $1 million when the platform was launched. Apple is also reportedly putting new caps on what it charges for clicks on ads, letting advertisers pay $10 each time an advert is viewed every 1,000 times (CPM) and $2 every time it’s specifically tapped on.
So why is Apple making these changes? Apple had tied for the lead in ad market share last year, but has reportedly fallen back to the third place in 2011 advertising market share, behind Millennial Media (#2) Google (#1), per IDC. Hoping to re-gain lost share, Apple is also launching a training program to bring in more advertisers onto the network, partnering with its media buying agency OMD, part of Omnicom Group Inc. to educate new advertisers on iAd, a standard practice providers of digital advertising platforms such as Google and Yahoo! have been exercising from the onset. In the recent weeks, executives from Pepsi, Clorox and JC Penny have reportedly visited Apple’s campus to talk about iAd. OMD also hopes to lure more advertisers in February 2012.