For marketers planning mobile-based advertising campaigns, it’s important to understand the comparative strengths of the two main platforms (namely Android and iOS) and the level of response each brings to mobile advertising.
Inneractive have published an infographic, breaking down the latest mobile advertising figures for both Android and iOS platforms and comparing both against some key metrics. The findings are:
- Android wins on average ‘global fill rates’.
- iOS delivers a higher average eCPMs rate ($1.70 v Android’s $1.30).
- iOs delivers a better click-through-rate, 2.3% against the Android CTR of 1.1%.
An interesting difference between the two platforms is how an app’s advertising performs over the longer period. Apps on iOS have a shorter lifecycle, reaching a peak early and the tailing off after 4 months. Android apps tend to peak later and deliver response for up to 8 months (based on ad requests).
This difference points to a way marketers can utilise both platforms, with iOS used to deliver a quick early ‘hit’ and supplemental Android advertising to deliver later responses (of course, this usage assumes a user sees advertising on both platforms).
Source: Inneractive — iOS vs. Android in Mobile Advertising (Infographic)