Let’s not bury the lede of our 2014 Year in Review Mobile Mix: for the first time ever, Samsung devices generated more impressions on the Millennial Media platform than Apple devices. The South Korean company is now our top manufacturer by impressions.
That Oscar selfie really did its job, huh?
While the iPhone is still the top individual device, earning 19.45% of total impressions, the galaxy of Galaxy products (Galaxy S, Galaxy 5, Galaxy Note, Galaxy Tab, etc) combined to capture a leading 34.95% of the impressions on our platform. That gives Samsung a narrow lead over runner-up Apple (32.78%) and a healthy 6.44% year-over-year growth.
The shift in device popularity led to a corresponding increase in Android impressions. Android was our leading OS in terms of impressions in 2013, with 54% of the total to iOS’s 38%. The little green guy added to his lead in 2014, though, earning 61% of total impressions for a 9% year-over-year increase.
This heady mix of devices and manufacturers speaks to the richness and diversity of the mobile experience for the user. The influx of larger screens and faster processing times provides a better mobile experience for users, which in turn allows for the adoption of more sophisticated ad units. Rich media banners and interstitials showed significant growth in 2014:
While video ads are growing in adoption, we currently see just 29% of publishers allowing video ads in their applications. Those who use them, though, are seeing great returns. Video (and other rich-media ads) have exceptionally high engagement rates on our platform.
As you can see from the graph, the benefits of video ads are apparent to an increasing number of publishers. I expect to see that number continue to rise as device display continues to get faster and clearer. Advertisers would be well-advised to note these rich-media trends and consider how breakthrough creative can enhance a campaign.
All this information and much more, including top app categories, awaits you in the 2014 Year in Review Mobile Mix. It’s a great look at what was an exciting year in mobile, and it can help you forecast your decisions as we charge ahead into 2015.
More from Matt Gillis
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.