What a difference a
year makes! At the start of 2013, numerous headlines proclaimed various
versions of "the year of mobile," but few of these foresaw some of
the most significant shifts and industry-shaping events that took place this
This report highlights the significant trends in mobile advertising that we
observed while managing over 700 billion mobile ad impressions this year.
Advertisers demand for more innovative ad formats
The traditional animated and static banner and text creatives
are still the leading ad format on all ad networks. However, this year, there
was a rise in the demand of more interactive ad formats. Interactive ad format
such as rich media ads, interstitials and splash ads are changing the way mobile phone users engage with mobile
ads. To this end, Twinpine has created
new ad formats- the story ads and the splash-ads, and also can accommodate
different banner sizes to fit any screen size without distorting the ads.
Different banner styles/text Banners are shown
in sequence, yet carrying the same message.
The banners load in sequence as the mobile user
moves from page to page on the mobile site.
Maximum of 3 banners to be used
Adaptable to any screen size
Available in mobile web App
Available on mobile web and app
Available only in CPM and CPC
Capping of Impression is available to increase
performance of campaign
Splash - Screen Ads
· Expandable rich media banner
· Adaptable to any screen size
· Scrolls with the screen
· Banner is clickable
· Available on mobile web and app
· Ad times out after 10 seconds and user can also
· Available only CPM.
· Publishers can set capping limiting the number
of views per day to protect user experience.
Engagement with these ad formats is 20 times higher than
that of the regular banner ads as the mobile use cannot miss it.
Advertisers demand more performance metrics and optimization methods.
performance campaigns such as Lead generation campaigns, download campaigns are
demanding better optimization techniques and performance metrics aside from the
usual click-through-rates. The interest in better intelligent reporting rose
through-out the months of 2013. In response to these demands, Twinpine now
offers better intelligent reports for advertisers with different campaign objectives.
For brand awareness
and in-market presence objectives, Twinpine can now give you the unique reach/impressions
as well as unique click. For performance based campaigns, metrics such as
conversions are now included in the reports.
On optimizations, Twinpine
now offers FREQUENCY CAPPING feature where advertisers can limit the number of
impressions and clicks a mobile user can have.
capping enables an advertiser to set a limit for the number of times an ad is
exposed to a user within a specified window/session. It ensures that campaign
resources are utilized optimally, enabling maximization of user reach and
potential conversion by avoiding repetitive effort at trying to reach targets
that have been reached.
Android- Advertising Impressions Market Leader
Undeniably, Android has
driven the massive adoption of mobile web. From the influx of low-cost android
phones like the Techno Brand, to the luxury phones like the Samsung S3 and S4
as well as HTC one, the Android operating system has dominated the smartphone
Effectively, Android dominated the mobile advertising industry in terms
of share of operating systems by advertising impressions. Having just about 3%
share of impressions in 2012, it became the most popular Operating system in
2013 having 9.13% of total impressions.
Consequently, 2012 leader, Symbian with
13.2% share fell to second positions having 8.9% of total impressions. However,
Blackberry OS barely retain its position, falling from 5.12% to 5.07% of total