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iPad-ization
24 January, 2013
I see more and more chaps in the restaurants and cafes in the city of Tbilisi with iPads and tablet computers. It means a new tablet computer ”battle” of Apple Corp.’s IOS operating system with Google Corp.s Android and Microsoft’s Windows Mobile software is on. Advertisers favor showing up on iPads over any other device, and they’re willing to pay for it. Sky-high click through rates on iPad have helped it surpass the iPhone in popularity amongst advertisers despite competition making
iPad placements the priciest. The data from mobile ad platform MoPub’s Q4 2013 study of 90 billion ad views shows advertisers are betting on the biggest little screen.
MoPub’s data shows how iPad is the darling of advertisers. First and foremost, iPad ads sees the highest CTR (click through rates). Over the holidays, the iPad saw a 1.7% CTR from December 1-15, and a 2.2% CTR from January 1-7. Meanwhile, the iPhone had just 1.2% CTR at the beginning of CTR moving up to only 1.5% at the start of the news year, and Android smart-phones saw just 1.0% and 1.1% CTRs in those time periods.
iPad eCPMs (effective cost per thousand impressions) increased 48% over Q4 from $0.94 to $1.40. For comparison, iPhone eCPMs went from $0.62 to $1.04 in that time period, followed by Android tablet eCPMs increasing from $0.59 to $0.99 over the holidays. Android smart-phones are in last place, starting at a lowly $0.52 eCPM and growing to $0.80 by the start of January. Obviously these were impacted by the holidays, but their relative sizes show the strength of the iPad.
So what would be the next step iTunes on-line Apple Store in the Georgian language? Android market or Andro, as Georgians call it or Windows Mobile ?
Time is the best judge.
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