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Android drives mobile web adoption

Ike Suarez | Jan. 3, 2014
An Open Mediaworks report says phones, tablets displacing PCs

Android is driving mass adoption of the Mobile Web even as the mobile coalition of phone + tablet is displacing the PC.

These were among the trends noted by the mobile advertising platform provider, Open Mediaworks in its report, "6 Mobile Ad Trends from 2013".

Its office in San Mateo, California said in a press statement that these trends had been witnessed on its mobile platform which it claims now reaches 400 million consumers monthly through 60 billion ad impressions.

Global Leader

Android emerged as global leader in ad impressions late last fall, according to the Open Mediaworks report.

It attributed leadership to a mobile ad campaign Samsung launched ate in the spring of 2012 which not only drove up sales for its new galaxy S4 devices but also brought about an overall increase in the global adoption of Android devices.

Trends in 2013 show  the combined forces of phones and tablets is being used to complete tasks that once required a PC, the report further said.

The combined power of iPad and Android pushed tablet share of total ad impressions under Open Mediaworks' management to over 12% of all media devices, a more than doubling of 6% of ad impressions in 2012.

Other major trends in 2013 were the following:

  • Rich media ads are rapidly changing the way advertisers engage with their audiences
  • Interactive ads are putting the phone back into mobile advertising
  • Advertisers and networks are finding better ways to optimise ad delivery performance, while safeguarding user privacy
  • More publishers are optimising their Websites for better performance with mobile browsers



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