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What: Sizmek, a global Open Ad Management company for multiscreen campaigns,has partnered with Latin America mobile advertising company Adsmovil to expand its mobile programmatic solutions  across the region.
Why it matters: AdsMovil will now offer a set of  integrated mobile advertising capabilities under one roof, responding to the increasing demand of advertisers, agencies and publishers across the region.

73c7vUYY_400x400bL1w_q7x_400x400Sizmek, a global Open Ad Management company for multiscreen campaigns,has announced an exclusive partnership with Adsmovil – the mobile advertising company in Latin America – to expand its mobile programmatic solutions  across the Latin American region.

Powered by Sizmek’s Open Ad Management technology, AdsMovil will now offer a set of  integrated mobile advertising capabilities under one roof, responding to the increasing demand of advertisers, agencies and publishers across the region.

The strategic partnership gives Sizmek and Adsmovil a competitive edge as it allows clients to take full advantage of Sizmek’s end-to-end programmatic capabilities, especially those enhanced with the recent acquisition of StrikeAd.  These capabilities include data, rich media, geo-location, creative units, measurement, attribution and cross-device targeting.  The alliance now enables advertisers, agencies, trading desks and publishers to create, plan, target, optimize, deliver and measure the most effective mobile advertising campaigns across Latin America under one comprehensive solution.

“As mobile penetration and the investment in programmatic continues to rise in Latin America, it is more crucial than ever for advertisers in the region to be able to effectively reach and engage consumers across all devices and screens,” said Mike Caprio, Global Head of Programmatic at Sizmek.  “By joining forces with Adsmovil in Latin America, we strengthen our commitment to deliver market-leading, mobile-first programmatic media solutions across the globe.”

“Partnering with Sizmek enables Adsmovil to offer a complete programmatic-buying solution in Latin America,” said Alberto Pardo, CEO and Founder of Adsmovil, a Cisneros Interactive company.  “We can now more effectively respond to our customers’ mobile-advertising needs.  Advertisers, agencies and trading desks hereby gain access to a unique platform that offers many integrated solutions, including a DSP, data sources, viewability, rich media, tracking and reporting — solutions that will simplify purchases, optimization and decision-making.”

 

Patricio_Zanatta_RubiconProject_opinandoIn this Sounding Off-Thought Leadership column Patrizio Zanatta, Managing Director, Latin America at Rubicon Project makes a case for the trading of premium mobile inventory through programmatic buying platforms.

It may come as a surprise to some, but until recently the ad network model still dominated mobile advertising.

Just as in the desktop world of old, the way this usually works is as follows: third parties aggregate inventory, and sell it on blind and in bulk, often taking up to a 50% cut of CPMs. Buyers have no guarantees around where their ads appear, and sellers lack control around how their inventory is priced or packaged.

In many ways, the automated advertising technology that’s now replacing the ad network model (also known as programmatic or real-time bidding) is the polar opposite of that approach.

Why the Opposite? 

Automated advertising is completely transparent. Buyers can view seller URLs and select which sites or applications they do or don’t want their ads to appear on. What’s more, even the openRTB protocol which automated advertising rests upon is transparent, public, and evolves under the guidance of a dedicated IAB committee.

Premium publishers have good reasons to favour automated advertising over other approaches to mobile.

Added to this, the ad network model in mobile is most often associated with a ‘waterfall’ approach, which couldn’t be further from the ethos of programmatic. One of the principles of automated advertising is to enable a holistic auction of buyers in real-time, competing on price and thereby generating optimal value for the publisher. It’s a simple case of supply and demand with the aim of bringing buyers and sellers closer together. By comparison, the ‘waterfall’ approach prioritises different buyers in a pre-set and fixed order, which doesn’t take account of variations in pricing or demand.

All of which is a rather longwinded way of saying that premium publishers have good reasons to favour automated advertising over other approaches to mobile. Automation technologies are giving them the tools they need to sell inventory safely and transparently, while controlling which advertisers they allow access to their inventory, and at what price.

Automated advertising is also allowing publishers to take advantage of a growing agency focus on mobile, as buyers look for the most effective, scalable ways to reach people on new devices and formats.

One of the principles of automated advertising is to enable a holistic auction of buyers in real-time, competing on price and thereby generating optimal value for the publisher.

In last year’s survey of buyer attitudes to mobile, 90% of agency trading desks said they are buying mobile inventory programmatically, compared to less than 50% last year. Respondents also suggested that mobile ad spend would double this year.

Mobile private marketplaces are also playing an important role for buyers – offering quality inventory backed with qualified, trustworthy audience or intent data, as well as providing a solution to the lack of 1st party data in this space. And to quote our research again, 95% of buyers said they had either already bought mobile private marketplaces, or planned to this year.

Finally, native advertising in mobile is another area buyers have shown great interest in. In the words of MEC UK Head of Mobile Jide Sobo “Demand for native ads is increasing, as their high performance makes them very attractive to advertisers.” Our own partnership with InMobi aims to bring together ROI and engagement of native with the agility, scale and efficiency of automation.

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According to research by the OPA, fully three quarters of US publishers are already selling native adverting – and it also suggests that number may have hit 90% by now.

The Case for Premium in Mobile Advertising

Native advertising is clearly important for premium publishers. But why should premium inventory be so important for mobile in particular?

As a relatively new medium, many brands are still in a ‘test and learn’ stage, so brand-safe environments are absolutely critical for buyers to experiment, while retaining their customers’ trust.

In fact, advertisers may be even more conscious of reaching consumers in premium environments on mobile than on desktop, TV or print, as a report from Advertiser Perceptions has suggested.

The UK Association of Online Publishers (AOP) has also conducted research in this area with Mindshare, which brings the impact of advertising through mobile rich media ad formats on premium inventory into sharp focus.

The fact that consumers are on average 50 per cent more positive about advertisers on premium brand mobile sites – even where these formats could be construed as  ‘intrusive’ in other contexts – is just one of the report’s findings, whose panel covered around a quarter of the UK’s total mobile population.

Finally, a global ad forecast from Zenith Optimedia in April highlighted mobile growth and the adoption of programmatic as the two leading factors in display overtaking search revenues worldwide by 2016.

What: Open ad management platform company Sizmek has acquired Aerify Media, a company that specializes in mobile tracking and retargeting, for US $6.25 million in cash.
Why it matters: Following this deal, Sizmek adds mobile expertise and proven mobile in-App and web tracking technology to open ad stack.

descargadescarga (2)Sizmek Inc. , a open ad management platform company servicing over 5,000 agencies and with representatives in 48 countries, has announced the acquisition of Aerify Media, a company that specializes in mobile tracking and retargeting, for US $6.25 million in cash. However, it is not projected to have a material impact on Sizmek’s 2014 not so generous financial results, with a modest 7% YoY increase to US $44 million.

According to Zismek CEO Neil Nguyen, the company had to struggle with a lower-than-expected performance in North America and Asia Pacific due to a “reduction in advertising from airlines in light of the two Malaysia Airlines tragedies.” That was not the case in LATAM and EMEA, where there was a double-digit growth.

Now, the entire Aerify Media team will be joining Sizmek and its’ technology will be fully integrated into the Sizmek MDX platform, strengthening the company’s mobile, tracking, attribution and retargeting solutions across mobile and other channels.Follow the acquisition, Sizmek will now offer app marketers the ability to drive app install strategies and attribute installs back to media channels, as well as helping them with mobile retargeting strategies that drive app users back to purchase a product or to reengage with content in app.

Sizmek will now offer app marketers the ability to drive app install strategies and attribute installs back to media channels, as well as helping them with mobile retargeting strategies
 

The Aerify Media platform allows e-commerce companies to send any type of customer data from their mobile apps, mobile websites and even desktop sites to a single source. Aerify then builds profiles around those consumer behaviors so advertisers can target those users, attribute cross-screen view and click actions to a purchase or other action. Aerify’s SDK and APIs help marketers understand how a customer interacts inside their apps.

“Sizmek acquired Aerify Media to strengthen our technology platform, adding mobile expertise and talent to the company,” said Neil Nguyen, CEO and President of Sizmek.

Mobile commerce focus

The problem in North America was due to inactivity in rich media on desktops, as most clients focused investments in video and mobile. Mobile revenues grew 58% and in-stream video revenue grew 101% YoY, adexchanger reported. The increase in video occurred mainly due to an investment in CPG and retail verticals, as well as interest from the mid-market.

Through Aerify, Sizmek acquires new capabilities in the exploding mobile app market.

“Given the exponential growth of mobile advertising, this move bolsters our position as a leading global advertising technology platform across all screens ,” added Nguyen.

“By connecting the Aerify mobile tracking and retargeting capabilities to Sizmek’s cross channel ad serving and attribution capabilities, marketers will be able to take advantage of more advanced campaign strategies that will drive ROI. We now will be able to offer innovations such as multi-screen dynamic creative optimization while continuing to manage and analyze return on ad spend for our clients’ cross screen campaigns, all through a single dashboard,” said Steven Woolway, President and CEO of Aerify Media.

What: Open ad management platform company Sizmek has acquired Aerify Media, a company that specializes in mobile tracking and retargeting, for US $6.25 million in cash.
Why it matters: Following this deal, Sizmek adds mobile expertise and proven mobile in-App and web tracking technology to open ad stack.

descargadescarga (2)Sizmek Inc. , a open ad management platform company servicing over 5,000 agencies and with representatives in 48 countries, has announced the acquisition of Aerify Media, a company that specializes in mobile tracking and retargeting, for US $6.25 million in cash. However, it is not projected to have a material impact on Sizmek’s 2014 not so generous financial results, with a modest 7% YoY increase to US $44 million.

According to Zismek CEO Neil Nguyen, the company had to struggle with a lower-than-expected performance in North America and Asia Pacific due to a “reduction in advertising from airlines in light of the two Malaysia Airlines tragedies.” That was not the case in LATAM and EMEA, where there was a double-digit growth.

Now, the entire Aerify Media team will be joining Sizmek and its’ technology will be fully integrated into the Sizmek MDX platform, strengthening the company’s mobile, tracking, attribution and retargeting solutions across mobile and other channels.Follow the acquisition, Sizmek will now offer app marketers the ability to drive app install strategies and attribute installs back to media channels, as well as helping them with mobile retargeting strategies that drive app users back to purchase a product or to reengage with content in app.

Sizmek will now offer app marketers the ability to drive app install strategies and attribute installs back to media channels, as well as helping them with mobile retargeting strategies
 

The Aerify Media platform allows e-commerce companies to send any type of customer data from their mobile apps, mobile websites and even desktop sites to a single source. Aerify then builds profiles around those consumer behaviors so advertisers can target those users, attribute cross-screen view and click actions to a purchase or other action. Aerify’s SDK and APIs help marketers understand how a customer interacts inside their apps.

“Sizmek acquired Aerify Media to strengthen our technology platform, adding mobile expertise and talent to the company,” said Neil Nguyen, CEO and President of Sizmek.

Mobile commerce focus

The problem in North America was due to inactivity in rich media on desktops, as most clients focused investments in video and mobile. Mobile revenues grew 58% and in-stream video revenue grew 101% YoY, adexchanger reported. The increase in video occurred mainly due to an investment in CPG and retail verticals, as well as interest from the mid-market.

Through Aerify, Sizmek acquires new capabilities in the exploding mobile app market.

“Given the exponential growth of mobile advertising, this move bolsters our position as a leading global advertising technology platform across all screens ,” added Nguyen.

“By connecting the Aerify mobile tracking and retargeting capabilities to Sizmek’s cross channel ad serving and attribution capabilities, marketers will be able to take advantage of more advanced campaign strategies that will drive ROI. We now will be able to offer innovations such as multi-screen dynamic creative optimization while continuing to manage and analyze return on ad spend for our clients’ cross screen campaigns, all through a single dashboard,” said Steven Woolway, President and CEO of Aerify Media.

What: StartMeApp, Latin American mobile ad network, reports 8.6 billion impressions across LATAM region, as well as a 63% rise in North America impressions to 2.95 billion monthly during Q3.
Why is it important: Latin American mobile advertising market is becoming increasingly important and in a few months it will likely acquire a key-feature status.

Launched in 2011, StartMeApp is a global mobile ad network with strong precense in mobile advertising in Latin America. It has just released it Quarterly Report for Q3 2013, showing the network logged 20 billion monthly impressions during Q3, representing a third consecutive quarter of strong growth and a year-to-date increase of 100% in monthly impressions on StartMeApp’s worldwide mobile advertising network.

Results:

LatAm:

  • 8.6 billion Latin America pan-regional impressions across Latin America during Q3

Rest of the world

  • Q3 growth in North America of 63%, reaching 2.95 billion monthly impressioms during the quarter
  • Quarterly global impressions growth of 33%, from 15 billion monthly in Q2 to 20 billion monthly during Q3
  • An ongoing global surge in impressions on Apple iOS devices on the network, driven largely by a 5% increase in iOS impressions in North America, a 4% increase for iOS in Europe and a 2% increase for iOS across LATAM

StartMeApp has already delivered brand campaigns for clients such as Coca Cola, Skype, Audi, Adidas, Air France, Fox Latino, Chevrolet, Samsung, Microsoft, Peugeot, Allianz, Claro and Despegar.com. The company works with publishers that include Rovio, Reuters, Sega, WordPress, Flixter, Grooveshark, Nimbuzz, ESPN, Zynga, Accuweather, Craigslist, The Weather Channel and many more.

iOs – Apple

During Q3 2013, the StartMeApp network worldwide showed a 2% increase worldwide in impressions on mobile devices running on Apple’s iOS, with the iOS share of monthly impressions rising by 5% in North America (including Mexico), 4% in Europe, 3% in Asia-Pacific region and held steady at 2% in Brazil and the rest of Latin America, while the Android OS showed a slight share decline of 1% in impressions worldwide, resulting from a regional shift in impressions during Q3 toward StartMeApp’s fast-growing North American market, where iOS made a strong showing on the network.

The OS breakout by region on the StartMeApp network during the third quarter included the following highlights:

  • In North America (tabulating the USA, Canada and Mexico), Apple’s iOS gained most from the ongoing decline of the Symbian OS, rising 5% from 33% in Q2 to 38% of the Q3 total impressions on the StartMeApp network in North America for the quarter — Android held steady in North America, with a 35% share of impressions, as did “other” OS, which showed no gains at 18% of the regional total;
  • In Latin America, iOS continued to increase in market share, gaining 2 percentage points to reach 24% of the regional total of impressions, while Android held steady at 46% of regional impressions and “other” OS impressions rose 2% to region 5% of the regional total.
  • In Europe, Apple’s iOS increased 4% regionally during Q3 2013 in contrast with Android and “other” OS, which each declined slightly by 2% in their respective share of impressions on the StartMeApp network in the European market; and,
  • In the APAC region, iOS increased its share 3 percentage points to account for 57% of regional impressions, while the Android share of impressions grew 6% to reach nearly 24% of all APAC impressions.

Featured Phones

The share of StartMeApp network impressions on feature phones continued to decline in North America, APAC and Latin America, with Q3 network usage figures showing an increase in impressions on tablet devices in across all regions. Highlights of the device type breakout of impressions on the StartMeApp network in Q3 included:

  • In North America (USA, Canada and Mexico), feature phones continued their decline, dropping 3% from a 7% share of impressions in Q2 to 4% during Q3 2013, while tablets’ share of North American impressions grew by 2% to reach 19% of impressions in Q3, while smartphones’ 77% share of all impressions represented an increase of just 1% for the quarter;
  • In Latin America, feature phones share of impressions on the network fell an additional 3% during Q3, from 30% in Q2 to 27% during the quarter, while tablet’s share of impressions grew by 2% to reach 10 % during and smartphones upped their share by 2% to reach 63% of the LatAm regional total impressions for Q3;
  • In Europe, where feature phones are virtually non-existent, tablet devices increased their share of SMA impressions by 3% during the quarter, reaching 21% of all European ad impressions on the network in Q3, while smartphone device’ share of impressions fell 3% from 82% during Q2 to 79% during Q3 in the European market; and,
  • In the APAC region, feature phones’ share of impressions fell 3% during Q3, while tablet devices’ share rose by 3% from 10% during Q2 to 13% during Q3 2013 and the share of smartphone impressions remained static at 73% of the regional total.

What: Millennial Media and AppNexus signed a strategic partnership to create a new premium mobile exchange called Millennial Media Exchange, or MMX.
Why is it important: This move represents the relevance of mobile marketplace for customers worldwide. Mobile strategies need to become more focused, smart and fast.

By means of a press release issued Tuesday, September 17, mobile ad network Millennial Media announced it had partnered with renowned New-York based ad-tech company AppNexus, and created Millennial Media Exchange (MMX), which is presented, as sources such as WSJ reported, as the world’s largest premium mobile advertising exchange.

The deal, as AdExchanger says, will lend AppNexus some much needed scale in the mobile arena, because until recently, its core business was traditional display advertising, although under the lead of CEO Brian O’Kelley it had already embraced a more aggressive approach regarding its mobile strategy.

Moreover, as Business Insider‘s Jim Edwards says, this move is a solid indicator that “the mobile ad-tech space is consolidating fast into a handful of big players” (Twitter, for instance, recently acquired mobile ad exchange MoPub). Thus, MMX will bring about a mobile marketplace that will surpass the one offered via Google. (As a matter of fact, Millenial recently partnered with Cisneros Adsmovil so as to extend its platform to Latin American markets).

AppNexus’ clients will have access to Millennial Media’s sales inventory and to the Jumptap’s real-time bidding, “programmatic” buying platform it recently acquired. Mollie Spilman, Millenial’s EVP and CMO, said that this strategic partnership will be a “catalyst” for bringing “programmatic to mobile in a premium and scalable way.”

In the end, the goal is to let clients move faster with mobile, and AppNexus, as Spilman says, will “enable all the buying and selling of mobile inventory that the market has been waiting for.” In other words, as Business Insider puts it, a huge array of buyers will be combined with a huge array of sellers.

Forbes reports that Millennial Media went public last year as a mobile ad network involved in direct sales of ad inventory on smartphones and tablets, and now the MMX partnership represents the company’s ongoing shift to bet on “programmatic” (automated) advertisement buying and selling on mobile. Although neither company expects to earn major revenue from the exchange until next year, they both hope that their partnership will encourage more spending on the quickly bought and sold programmatic ads we mainly see these days in the form of ads for gaming, dating and other types of mobile applications.

“When a large, premium advertising company and a leading technology provider come together, it accelerates the market into rapid expansion. Our partnership with Millennial Media will unlock their scale, high quality supply and unique data to ignite the mobile marketplace”, said Brian O’Kelley.

What: Millennial Media and AppNexus signed a strategic partnership to create a new premium mobile exchange called Millennial Media Exchange, or MMX.
Why is it important: This move represents the relevance of mobile marketplace for customers worldwide. Mobile strategies need to become more focused, smart and fast.

By means of a press release issued Tuesday, September 17, mobile ad network Millennial Media announced it had partnered with renowned New-York based ad-tech company AppNexus, and created Millennial Media Exchange (MMX), which is presented, as sources such as WSJ reported, as the world’s largest premium mobile advertising exchange.

The deal, as AdExchanger says, will lend AppNexus some much needed scale in the mobile arena, because until recently, its core business was traditional display advertising, although under the lead of CEO Brian O’Kelley it had already embraced a more aggressive approach regarding its mobile strategy.

Moreover, as Business Insider‘s Jim Edwards says, this move is a solid indicator that “the mobile ad-tech space is consolidating fast into a handful of big players” (Twitter, for instance, recently acquired mobile ad exchange MoPub). Thus, MMX will bring about a mobile marketplace that will surpass the one offered via Google. (As a matter of fact, Millenial recently partnered with Cisneros Adsmovil so as to extend its platform to Latin American markets).

AppNexus’ clients will have access to Millennial Media’s sales inventory and to the Jumptap’s real-time bidding, “programmatic” buying platform it recently acquired. Mollie Spilman, Millenial’s EVP and CMO, said that this strategic partnership will be a “catalyst” for bringing “programmatic to mobile in a premium and scalable way.”

In the end, the goal is to let clients move faster with mobile, and AppNexus, as Spilman says, will “enable all the buying and selling of mobile inventory that the market has been waiting for.” In other words, as Business Insider puts it, a huge array of buyers will be combined with a huge array of sellers.

Forbes reports that Millennial Media went public last year as a mobile ad network involved in direct sales of ad inventory on smartphones and tablets, and now the MMX partnership represents the company’s ongoing shift to bet on “programmatic” (automated) advertisement buying and selling on mobile. Although neither company expects to earn major revenue from the exchange until next year, they both hope that their partnership will encourage more spending on the quickly bought and sold programmatic ads we mainly see these days in the form of ads for gaming, dating and other types of mobile applications.

“When a large, premium advertising company and a leading technology provider come together, it accelerates the market into rapid expansion. Our partnership with Millennial Media will unlock their scale, high quality supply and unique data to ignite the mobile marketplace”, said Brian O’Kelley.

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StartMeApp Mobile Advertising Network Usage Report Shows Significant Growth in Mobile Ad Impressions for North & South America; Android and Tablets Benefit Most Worldwide from Symbian Decline; 2013 Increase Projected for Apple iOS Impressions

During 2012, nearly two-thirds of all mobile ad impressions worldwide on the StartMeApp platform occurred across North America (including Mexico) and Latin America, which accounted for 31% and 33% of all impressions for the network last year. StartMeApp’s highest growth region during 2012 was Latin America (LatAm), which experienced a 225% jump in mobile ad impressions on the platform, followed by North America with 212% growth, the Asia-Pacific region (APAC) at 115% growth and Europe at 117% annual growth.

Latin America

In Latin America including Mexico, the StartMeApp AdSMART Quarterly Report shows that devices running the Symbian legacy operating system continued their regional decline, with share of ad impressions on the StartMeApp platform falling 7% from 37% in 2012 to 30% during Q1-2013.

A significant rise in Apple iOS’ share of impressions in Mexico on the StartMeApp platform helped to grow the iOS share for Latin America including Mexico by 4%, up from 20% at end-2012 to 24% in the first quarter of 2013. Excluding Mexico, normally included in StartMeApp platform tabulations for North America, the iOS share of impressions across Spanish-speaking LatAm and Brasil rose just 2% from 18% at end-2012 to 20% in the first quarter of 2013.

Regionwide, Android gained 3% in its share of ad impressions on the StartMeApp platform in LatAm, rising from 42% in 2012 to 45% during Q1-2013, while other operating systems’ share of StartMeApp impressions in LatAm remained unchanged at 1% of the total.

Key Points

  • Symbian’s share of all of all impressions on the StartMeApp platform in LatAm fell 5% from 39% in 2012 to 34% during Q1-2013
  • Android gained 3% in its share of ad impressions, rising from 42% in 2012 to 45% during Q1-2013;
  • iOS rose by 2% from 18% at end-2012 to 20% in the first quarter of 2013
  • Other operating systems’ share of StartMeApp impressions in LatAm remained static at 1% of the total.

Device Type

– LatAm (including Mexico):

  • Smartphones’ share of SMA ad impressions in Latin America increased 5% from 54% in 2012 to 59% in Q1-2013
  • Tablets’ share of impressions registered 4% growth in LatAm, from 3% in 2012 to 7% in Q1-2013
  • Feature phones’ share of impressions on the SMA platform in LatAm saw a 9% drop, from 43% in 2012 to 34% in Q1-2013.

Smartphones

Worldwide, smartphones retained their dominant share of ad impressions on the StartMeApp platform, but showed no increase at 63% of the total during both 2012 and Q1 2013. In Latin America including Mexico, however, smartphones actually increased their share of the total, up 5% from 54% in 2012 to 59% in Q1-2013.

Tablets

Pushed higher by significant growth in the Mexican market, tablet device share of impressions registered 4% growth in LatAm including Mexico, up from from 3% in 2012 to 7% in Q1-2013. Tablets’ share of impressions for Spanish-speaking LatAm and Brazil, excluding Mexico registered just 2% growth, up from 3% in 2012 to 5% in Q1-2013.

The increase in the share of ad impressions corresponding to smartphones and tablets in LatAm occurred at the expense of feature phones, which fell sharply on the StartMeApp platform for LatAm including Mexico, down 9% drop, from 43% in 2012 to 34% in Q1-2013. Feature phones’ share in Spanish-speaking LatAm and Brasil excluding Mexico, fell 6% on the platform, from 43% in 2012 to 36% in Q1-2013.

On StartMeApp’s global platform, the share of mobile ad impressions corresponding to tablet devices grew more than did smartphones worldwide from the ongoing decline in the platform share of feature phones running on the Symbian OS. But across Latin America, the increase of smartphones’ share of mobile ad impressions was greater than that of tablets during Q1-2013.

While the share of impressions for tablets running Android and other non-iOS operating systems grew significantly during 2012 and Q1-2013, StartMeApp has begun to see significant increases in Q1 and Q2 2013 in the iOS share of ad impressions on our platform,” said Alejandro Campos Carles, Co-Managing Director and Founder, StartMeApp.. “Given StartMeApp´s ongoing expansion into both the iOS stronghold of North America and the European market for mobile advertising, we expect ad impressions corresponding to Apple phones and tablet devices on our platform to steadily increase throughout 2013.”

Android, Apple…

The Android operating system gained 5% worldwide during Q1-2013 in its share of ad impressions on the StartMeApp platform, up from 39% during 2012 to 44% in the first quarter. The Android share increase came largely at the expense of the legacy Symbian OS, which despite its considerable staying power in some emerging markets, saw its share of impressions on StartMeApp´s network fall 7% from year-end to just 27% of all ad impressions during Q1 2013.

Apple’s iOS retained its quarter share of ad impressions on StartMeApp´s platform, rising by just 1% to total 26% of all ad impressions during Q1-2013, the 1% uptick resulting from share increases in LatAm, North America and APAC that are expected to continue throughout 2013.

The share of mobile ad impressions corresponding to feature phones on the StartMeApp platform fell across all markets during Q1-2013, with tablets’ share of impressions rising across all markets and smartphones showing mixed results on a region-by-region basis.

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