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Toyota, Unilever Among First Buyers For Interactive Xbox NUads

Published 1 year, 10 months ago

Microsoft Corp has announced the general release of its NUads on Xbox LIVE. Among the first buyers are Toyota, Unilever and Samsung Mobile USA, which are developing NUads campaigns to stream on Xbox LIVE this fall. NUads advertisements transform standard 30-second TV spots into actionable experiences using the power of voice and gesture controls of Kinect for Xbox 360.

Engagement is what makes the ads different, said Ross Honey, general manager of Xbox LIVE Entertainment and Advertising. "We developed NUads to breathe new life into the standard 30-second spot. With NUads, brands can get real-time feedback from audiences, making TV advertising actionable for the first time."

Microsoft released a sneak peek of some of the first NUads that will air on Xbox LIVE this fall, including Toyota’s "Reinvented" ad campaign that premiered during Super Bowl XLVI, and which promoted the reinvention of the 2012 Camry. The ad marked Toyota's return to Super Bowl advertising. Today, Toyota is reinventing that campaign for Xbox LIVE, adding a layer of interactivity enabled by NUads. In this version of the "Reinvented" ad, Toyota asks viewers what they would like to see reinvented. Viewers can then respond using Kinect-powered voice or gesture controls. This gives Toyota valuable feedback it can use for its next campaign.

At first glance—a little underwhelming, according to Adweek. NUads on’t seem to innovate beyond TiVo and Cablevision ads that allow viewers to request more information from or respond to questions from advertisers, or even buy things. Still, with NUads, viewers can respond with hands or voices, rather than just remotes. “I would hope the launch of NUads leverages the platform,” Brandon Berger, chief digital officer of Ogilvy & Mather Worldwide told Adweek. But Microsoft counters that it cannot ask TV advertisers to create Xbox-specific spots: NUads can be created from an existing TV spot.

Good enough for Toyota. "The creative possibilities of NUads are endless. We can take a 30-second TV spot and customize it for NUads to get an immediate response from Toyota's customer," said John Lisko, executive communications director at Saatchi & Saatchi LA for Toyota. "It allows customers to participate with our advertising, which is really exciting. The interactivity of NUads is leading the industry and changing the way we're connecting with our customers."

Also good enough for Unilever, which owns the Axe brand. Following on the successful campaign for the launch of Axe Attract for Him and for Her, Axe — called Lynx in the U.K. — will be one of the first brands to turn the digital ad into a NUad with Xbox. The creative centers around a cops-and-robbers setup with the tagline, "Nothing will ever be the same again." Using the new format, Lynx will ask the audience if the Lynx Effect should be given to girls. Viewers will have the option of voting "Yes, of course" or "No way" using hand gestures or a simple voice command.

"NUads and the gesture- and voice-based Kinect technology have great potential for creativity. What we're seeing now is at the very early stages of what we could do. And as always, we're keen to continue to explore more ways of inviting our consumers to get involved with our brands," said Babs Rangaiah, vice president of Global Media Innovation at Unilever.

Microsoft Advertising is claiming a younger, male-skewing and decently-wage-earning demographic for its Xbox LIVE advertising. Some figures:
•61 percent male
•39 percent female
•70 percent 18-34
•20 percent 35-44
•88 percent have a household income of greater than $30,000
•37 percent have a household income of greater than $100,000

Rovi Releases Connected TV Analytics Tool

Published 1 year, 10 months ago

Rovi Corporation has launched Rovi Analytics, a new reporting tool that aimed at providing extensive metrics to enable agencies and brands to comprehensively measure TV advertising buys. Combining critical measurements including uniques, impressions, and time spent, Rovi Analytics is designed to drive greater accountability for advanced TV advertising campaign performance.

Rovi Analytics extends measurement capabilities from service provider set-top boxes as well as connected television and video devices, providing extensive campaign performance reports for agencies and advertisers that buy inventory on the Rovi Advertising Network. The advanced reporting capabilities can combine census-level measurement with key metrics such as uniques, impressions, clicks, time spent, video views and user actions within micro-sites, to provide a comprehensive view of campaign results across the multiple digital platforms Rovi serves. These key performance metrics, which can be filtered by a range of criteria including daypart and geography, will enable advertisers to clearly measure the effectiveness of advanced TV ad units, the company claims.

“Connected TV devices are not only transforming the entertainment landscape, they are also set to fundamentally reshape existing TV advertising models,” said Jeff Siegel, senior vice president, Worldwide Advertising, Rovi Corporation. “The Rovi Advertising Network was one of the first platforms to enable companies to develop and test campaigns on new Internet-enabled platforms. Since initial launch, we’ve conducted extensive research to help advertisers sharpen campaigns, increased our Network scale by forming new relationships with service providers and device manufacturers, and added a range of pioneering ad functionality. Now, with the addition of comprehensive reporting tools, Rovi offers the end-to-end toolset agencies and brands need to deliver high-impact TV ad campaigns with measurable results.”

The Rovi Advertising Network targets advertisers, agencies and brand marketers, and provides scalable, measurable, and interactive TV advertising options which the company claims are "tightly integrated into consumers’ entertainment search and discovery experience." Rovi Advertising Network clients include leading brands like BT, Carnival, Channel 4, Ladbrokes, Red Bull TV, and Twentieth Century Fox. In addition to supporting a range of set-top boxes, the Rovi Ad Network has secured placement on connected TVs and Blu-ray Disc players including new and in-market models from Panasonic, Samsung, Sony, and Toshiba.

Microsoft with Xbox Pulls Ahead In Connected TV, Delivers 35 More Stations

Published 1 year, 10 months ago

“What if your tablet or phone knew what you were watching on TV and presented bonus features without you having to lift a finger?” asks Microsoft. To kick-start the Electronic Entertainment Expo (E3), Microsoft yesterday unveiled the Xbox SmartGlass, an application for Windows 8, Windows Phone, and other portable devices that connects phones, PCs and tablets with the Xbox 360 console “to make your entertainment smarter, more interactive and more fun.”

Users will, for example, be able to use a tablet to call up a play in the game "Madden NFL" and then play it on a TV screen, or, control websites on a TV using the tablet's touchscreen.

This solidifies Microsoft’s “head start in the battle for every screen,” describes The New York Times. Apple’s iPhones, iPads and and computers are well connected, but Microsoft has sold 67 million Xbox 360 video game consoles and has more than 40 million active Xbox Live members. The company claims its video consumption has grown by 140 percent each year on the Xbox since 2008.

Forbes calls Google and Apple “wild cards” in the connected TV race. “Google’s first connected TV got lots of attention, but little sales,” but it will try again this summer with models from LG, Samsung, Sony and Vizio. Apple’s smart TV may or may not be out by the end of the year: Apple has been shopping hardware providers and contract manufacturers, but rumor has it the Apple TV will cost in excess of $1,000. The Xbox allows you to keep your old one.

IE for Xbox
Microsoft will launch Internet Explorer for Xbox this fall in all countries where Xbox and Xbox LIVE are available. Between the Xbox, the Kinect gaming platform and Xbox SmartGlass, Microsoft claims users will be able to surf the Internet voice control, and navigate using mobile devices for “an incredibly easy Web browsing experience on the television.”

Entertainment Via Xbox
Adding to the current catalog of customized sports, TV, movies and music apps from TV and entertainment providers, Microsoft is claiming that Xbox will become “your home for sports,” with NBA Game Time, League Pass Broadband (U.S.), NHL GameCenter LIVE and ESPN, including the "SportsCenter" and "SportsNation" properties, plus NFL, MLB and NBA coverage.

Finally, Microsoft announced 35 new content partners (both audio and video) launching on Xbox over the next 12 months, which include Comedy Central Stand Up; Nickelodeon; Paramount Movies; The Weather Channel; and Univision, the Spanish-language channel (and the first Spanish-language channel on Xbox Live).

Ace Metrix: Funding Round Tops Off Month Of Wins, Product Releases

Published 1 year, 10 months ago

Ace Metrix, which bills itself as “the new standard in television and video analytics,” has announced the completion of an $8 million round of financing from WPP, Hummer Winblad Venture Partners, Leapfrog Ventures, and Palomar Ventures. Ace Metrix will use the new funds to further accelerate its rapid growth, continue its focus on innovation and product development, and expand into new markets.

The company claims 25% of national television advertisers as clients, and is aggressively pursuing 100% growth through 2012. Just a week ago, Ace Metrix added Samsung to that client roster: Samsung has subscribed to the company’s Ace Metrix LIVE platform, which provides immediate delivery of Ace Scores and the 12,000+ associated data points for every ad in the competitive mobile devices category. Samsung also signed on to use the Ace Metrix PRE service to test ads prior to release, which gives Samsung the ability to adjust creative or media placement using detailed demographic, ethnographic, and psychographic data.

Just two weeks ago, Ace Metrix introduced Ace Metrix TARGET, which allows advertisers to identify specific key audiences and access creative ad performance data for their ads and their competitors. Ace Metrix TARGET adds a layer of granular intelligence to Ace Metrix LIVE. TARGET leverages the same methodology and scoring dimensions of Ace Metrix LIVE, but augments it with specific demographic, ethnographic, and psychographic profiles. As Peter Daboll, CEO of Ace Metrix described, TARGET provides “Exceptional detail and surprising degrees of comparability about how ads perform among critical targets such as technologists, automotive intenders, gamers, and business travelers– for their ads and their competitors’.”

“Ace Metrix continues to impress us with their ability to push the envelope on innovation,” said Pete Sinclair, Managing Director, Leapfrog Ventures, and Managing Director Ann Winblad of Hummer Winblad Venture Partners remarked that “Ace Metrix delivers highly valuable and actionable analytics to the $71B TV advertising sector and the emerging video advertising segment. This is a substantial market opportunity and Ace Metrix has taken the leadership position.”

ur services by many of the most respected brands in the industry – a list that represents the top 25% of national television advertisers," said Peter Daboll, CEO of Ace Metrix. "We are on track to continue our 100% growth rate through 2012 and this new financing will allow us to further extend our portfolio of products and services to key adjacent markets while scaling our business infrastructure and sales and client services teams to meet the demands of our clients.”

Making an Impression? comScore Studies of 12 Leading U.S. Advertisers for Best Practices

Published 2 years ago

comScore, Inc. has released full results from its U.S.-based vCE Charter Study involving online advertising campaigns for 12 premium national advertisers, including Allstate, Chrysler, Discover, E-Trade, General Mills and Sprint, among others. comScore announced the Validated Campaign Essentials (vCE) offering in January, and last week signed on as a client. 

The comScore study found that, in many cases, a large portion of ad impressions are not delivered according to plan, and that the quality of ad delivery can vary greatly based on a variety of factors, including site, placement, creative and targeting strategy. The study evaluated ad delivery based on a several key dimensions, including whether or not the ads were delivered in-view, to the right audience, in the right geography, in brand safe environments and absent of fraud.

“This is the first study to bring twelve leading marketers together to holistically understand how online advertising is delivered, allowing us to begin to diagnose sources of waste and identify solutions for improving the value that all players in the ecosystem can extract from the digital advertising market,” said Linda Abraham, comScore co-founder and CMO. “Until now, neither side of the industry has had a clear picture of ad delivery, resulting in a lack of confidence in digital’s ability to deliver on its promise as the most measurable advertising medium. The insights from the charter study represent a critical first step to improving the efficiency, efficacy and ultimately the economics of online advertising for all participants.”

Executive Summary of Key vCE Charter Study Findings
The vCE Charter Study includes a variety of detailed findings that shed light on the current state of online ad delivery and its implications for different participants in the online advertising market. Key findings include:

  • In-View Rates are Eye-Opening. The study showed that 31% of ads were not in-view, meaning they never had an opportunity to be seen. There was also great variation across sites where the campaigns ran, with in-view rates ranging from 7% to 100% on a given site. This variance illustrates that even for major advertisers making premium buys there is a lot of room for improvement.
  • Targeting Audiences Beyond Demographics Can be Powerful. Generally, campaigns that had very basic demographic targeting objectives performed well with regard to hitting those targets. For example, those with an objective of reaching people in a particular broad age range did so with 70% of their impressions. Predictably, as additional demographic variables were added to the targeting criteria (e.g. income + gender), accuracy rates of the ad delivery declined. However, the results also showed that 37% of all impressions were delivered to audiences with behavioral profiles that were relevant to the brand (i.e. consumers with demonstrated interests in categories, such as food, auto or sports). One campaign had 67% of its impressions viewed by the target behavioral segment.
  • The Content in Which An Ad Runs Can Create Problems for Any Brand. Of the campaigns analyzed, 72% had at least some impressions that were delivered adjacent to objectionable content—chiefly adult-oriented or “hate sites” (e.g., white supremacist content). While this did not translate to a large number of impressions on an absolute basis (141,000 impressions across 980 domains), it is important to note that 92,000 people were exposed to these impressions. This demonstrates that brand safety should be of concern to all advertisers.

  • Fraud is the Elephant in the Digital Room. Fraud is an undeniably large and growing problem in digital advertising. The results showed that an average of 0.16% of impressions across all campaigns was delivered to non-human agents from the IAB spiders & bots list. Although this percentage might appear negligible, there are two important considerations to keep in mind. Only the most basic forms of inappropriate delivery were addressed in this study. When additional, more sophisticated types of fraud are considered, the problem will only get larger. Like brand safety, fraud should be an important concern for all advertisers.
  • Digital Ad Economics: The Good Guys Aren’t Necessarily Winning. The study showed that there was little to no correlation between CPM and value being delivered to the advertiser. For example, ad placements with strong in-view rates are not getting higher CPMs than placements with low in-view rates. Similarly, ads that are doing well at delivering to a primary demographic target are not receiving more value than those that are not. In other words, neither ad visibility nor the quality of the audience reached is currently reflected in the economics of digital advertising.

These findings suggest that measuring all dimensions of ad delivery for every placement in a holistic fashion is critical and that optimizing delivery in-flight is a necessary step in the campaign management process. The findings also support the argument that any digital GRP metric must account for validated, not gross impressions. This validated impression measurement must include ‘viewable impressions,’ based on the very simple notion that if an ad is not seen, it cannot possibly deliver its intended effect.

“With 31% of vCE Charter Study impressions not being viewable, it is now abundantly clear just how important in-view measurement is to online campaign validation,” said Abraham. “In order for any digital GRP metric to be relevant in the online space and to be cross-media comparable, it must include validated ‘viewable impressions’ in its calculation. While audience and geographic validation are crucial – and should not be ignored – if a digital campaign rating does not also take into account whether or not the ad had the opportunity to be seen, then the metric fails to deliver a true apples-to-apples comparison to all other media.”

About the vCE Charter Study
To better understand issues associated with display ad delivery and validation, 12 leading marketers participated in a U.S.-based charter study, called the vCE Charter Study. The goal of the study was to quantify the incidence of sub-optimal ad delivery across these key dimensions for the advertised brands, and in so doing, frame the relative importance of each for the industry. Key validation dimensions included: in-view, audience delivery, geographic delivery, brand safety and fraud.

Select Study Participants: Allstate, Chrysler, Discover, E-Trade, Ford, General Mills, Kellogg’s, Kimberly Clark, Kraft, and Sprint
Time Period: December 2011
Total Campaigns: 18
Media Placements: 2,975
Site Domains: 380,898
Ad Impressions: 1.8 billion
Format: All ads were display, delivered via iframes

B2B Marketers: Think Social, Search Ads for Lead Gen in Place of Email

Published 2 years ago

Paid search, social media and display ads are poised to take over in lead generation, where email leaves off. But B2B marketers are particularly optimistic about social media, reports eMarketer.
In a February 2012 survey of B2B marketing and agency professionals by BtoB Magazine, 59% view lead generation as their greatest online marketing challenge.

Most respondents rely on email, with 57% saying that as an online channel, emailcontributes the most qualified leads to their businesses. But a significant percentage reported that another online channel was their biggest driver of leads, including paid search (20%) and social media (13%). Respondents from agencies were more likely than marketers to favor social or search.

Both B2B marketers and agencies felt that social media in particular has room for growth in their organizations. After email, social media was the most widely adopted of the marketing channels, but only 5% of respondents described their social media efforts as “well-optimized,” compared with the 30% that felt their email programs were optimized. A majority of 55%, said their social efforts were in the early-stage but showed promise.

The data suggests that B2B enterprises should look first to LinkedIn and blogs (both of which are increasingly ad friendly). An October 2011 study of B2B marketers worldwide conducted by marketing automation provider Pardot discovered that LinkedIn was the social media tool most successful at lead generation, followed closely by blogging.

While paid search presents another lead-gen opportunity for B2B marketers, with 18% reporting that it was their single greatest lead creator, only 11% said claimed to have a mature and well-optimized search program in place. Another 43% reported not using search marketing at all.



Upfront Digital: Social TV Dashboard | Apple’s Free DigiMag Renewal | Facebook Faces Antitrust Suit

Published 2 years ago
  • Social TV content and data solutions provider SocialGuide has launched SocialGuide Intelligence, an analytics engagement platform that tracks Twitter for networks, reports MediaBistro. SGI’s charter client for the service is A&E Networks, which will utilize the service for A&E, HISTORY, Lifetime, BIO and its other networks. The service enables networks to see how many tweets roll in about a show, and get “social snapshot” of an audience. As the company describes its solution, SGI delivers daily, weekly and monthly social TV reports across 215 broadcast and cable channels in a dashboard view (see graphic), and “[measures] the social activity for every program type and every program air.  Also, SGI is the only social TV analytics product in the marketplace that can be used to identify and engage with key comments and the social influencers of every network and program.”

  • Apple announced yesterday that it had sold 3 million new iPads since releasing the newest iteration on Friday, reports Mashable. Forbes reported that as of Monday evening, the new iPad took of 4.6% of all iPad traffic in the U.S., citing data from Chitika. That sounds considerable, but Managing Director Trip Chowdhry of Global Equities Research reminded Forbes that Apple released the iPad simultaneously in 10 countries, versus the usual three or four. “Three million units sold, or 4.6% of iPad traffic…would be good if the release had been limited to three countries,” said Chowdhry, “Not ten.” He estimates that ideally, the new iPad should have taken 12% to 15% of all iPad traffic.
  • Elsewherein iPad news, Adweek reports that Apple is offering trials to publishers of auto-renewing subscriptions. This signals that the usually inflexible Apple is “paying close attention to the Barnes & Noble Nook and Amazon Kindle, which already have the feature,” says Adweek. In the auto-renew model, customers who sign for a free trial are automatically charged at the end of the trial, unless they take action to turn off the auto-renew.  unless they turn off the auto-renew option. Bonnier Senior VP Gregg Hano (who helms “Popular Science” and other titles” told Adweek said Bonnier will try the feature: “The downside risk is very small, and the upside is high.” 
  • Time Warner Cable (TWC) has added 26 live local broadcast channels in New York City to its TWC TV apps for iPhones, iPads and the website, reports Multichannel News. This may be a direct response to Aereo, the broadcast-to-digital startup that offers much the same service for $12 per month. TWC's New York customers may now stream WCBS, WNBC, NBC NY Nonstop, WNYW (Fox), WABC, and numerous other broadcast channels.
  • A small developer of social media and online applications has filed suit against Facebook, alleging antitrust and anticompetitive behavior. Kotchen & Low LLP has filed a lawsuit on behalf of its client Sambreel Holdings LLC against Facebook for alleged violations of the Sherman Antitrust Act, and California state laws prohibiting unfair competition and interference with contract. Sambreel seeks an injunction preventing Facebook from requiring Sambreel's advertising partners to boycott Sambreel and to prevent Facebook from "gating" – i.e., scanning its own users’ computers without their consent to learn who downloaded a Sambreel application then forcing those individuals to uninstall Sambreel's applications before they are allowed access to their Facebook accounts.

Online Ads: Proving ROI To Be Job 1 for CMOs in 2013

Published 2 years, 1 month ago

CEO Mark Hughes of C3 Metrics (a media analytics platform) predicts that as of 2013, marketing officers will be far more accountable to financial officers for digital ad return on investment (ROI). He detailed why in a Business Insider column.

The standards of ad verification will change as of 2013, and for the better. The Interactive Advertising Bureau (IAB) in February released the final version of its “Guidelines for the Conduct of Ad Verification,” in cooperation with the Media Rating Council (MRC). The advantage to advertisers and marketers is truth in numbers: IAB is promising that with a common set of standards, “companies engaged in the verification of interactive advertising campaigns can themselves be audited against a common, transparent standard.”

What will be required of chief marketing officers (CMOs)?

First, they will need to recalculate ad ROI. The ROI of display ads is about to change. The until-now accepted definition of an impression is the “server request” (when a consumer logs onto any website), but the ads do not fully load, 12% of the time. So, writes Hughes, “Advertisers still pay for ads never reaching a consumer’s page.” He expects CMOs to account for and pay for only fully-loaded impressions.

Secondly, the definition of a “viewable ad” will tighten. This is owed to the new standards defined by the IAB, along with the Association of National Advertisers (ANA), and American Association of Advertising Agencies (4A’s). According to those organizations and C3’s own data, 68% of all display ads are never seen by consumers—they are not even viewable for one second, which IAB recommends as a standard. If it becomes a standard, then advertisers will not pay for unviewed impressions; cost-per-thousand impressions (CPMs) will rise 50 to 70%; and advertisers can expect stronger ROI.

Finally, CMOs can expect more scrutiny concerning advertising expenses, as they fall under generally accepted accounting principles (GAAP). As the IASB (International Accounting Standards Board) defines it, “Expenditure on an intangible item shall be recognized as an expense when it is incurred." The CMO will be held accountable to prove that an ad runs, else, expenses are out of line with services or advertising, and a company risks violating GAAP. “CFOs generally don’t like to be caught by surprise, and they don’t like violating GAAP,” opines Hughes.

Social Media Ads: Trees Falling In The Forest?

Published 2 years, 1 month ago

Advertisers and marketers have caught on to social media, finds Duke University in its CMO Survey. Still, there is a “sizable fissure” in integration (lead capture, engagement, sales), finds Professor Christine Moorman, Director of the CMO Survey.

Moorman described an increase in social media ad and marketing spend from 7.4% of marketing budgets to 10.4% over the next year, year and 19.5% over five years. But, she asked chief marketing officers (CMOs) to rate “How effectively is social media integrated with your firm’s marketing strategy,” to reveal an average score of 3.8 out of 7. Only 7% of CMOs rank social media as “very integrated” with their companies’ strategies, and 18.4% rated it as “not at all integrated.” That is “disturbing given the increasing amount of money that companies are spending on social media,” especially considering that the score is practically identical to that of February 2011.

So spending has increased, while integration remained the same.

Business-to-consumer (B2C) companies are better integrated than business-to-business (B2B) companies. Moorman argues that B2C companies better developed marketing groups, but likely, it is because B2B enterprises still struggle with the value of social media. Blogs, they understand, but Facebook is unlikely to appeal to an Accenture or KPMG; LinkedIn (the most businesslike of social media) has yet to flesh out its ad offerings; and social media is perhaps of little value to, for example, a capital equipment maker.

Interestingly, small business (including start-ups) and large businesses are stronger in integration than are medium-sized businesses. In a small business, Moorman speculates, “everyone can still talk to each other (and may be working side by side),” while larger business has the resources to tackle social media. Mid-sized businesses do spend but haven’t the human interaction, time, or money to make it work. And of course, companies that rely on the Internet for revenues score higher in integration, scoring 4.9 on that one-to-seven scale, versus 3.3 for those with no Internet sales mechanism. Sales is the prime mover in social media, while branding is a distant second.

Moorman advises—in essence—taking social media more seriously as an outlet, and a more hands-on approach to align it with corporate goals. Chief among her recommendations is a system of accountability that demonstrates the return-on-investment (ROI) of intermediate outcomes, like “buzz,” but also financial performance. “The choice of metrics should be influenced by whether social media is doing a push or pull job for your company.” And, have social media staffers and marketers report to the same person. The mission for both must be aligned, not separate.

Research: Conventions, Primaries Cause Ripples in Cross-Platform Share

Published 2 years, 1 month ago

More grist for the advertise-across-platform advertising mill. In its newly released February MobileSTAT report, Jumptap (the targeted mobile advertising technology provider) revealed that Android and iOS together are “hogging” the mobile OS market, with 91% combined market share.  Based on data from the company’s network of 95 million monthly users, both operating systems reached new heights in January; Android hit 58.8% and iOS reached 32.2% market share respectively. Blackberry sank to a record low of 6.7%.

The data is in sync with Nielsen’s recent report, showing 89% of smartphones that were acquired in Q4 2011 were either Android or iOS, while only 6% were Blackberry. Jumptap forecasts an uphill battle to retain marketshare in 2012, for Blackberry, Symbian and Windows.

“With Google activating 850,000 mobile devices daily, it’s no surprise that Android has continued to outpace every other OS on the market,” said Paran Johar, chief marketing officer for Jumptap. “What advertisers should take away from this data is the importance of advertising cross-platform. Both the Android and iOS operating systems continue to grow while the remaining competitors represent only a fraction of the market.”

Additional February MobileSTAT Findings:

  • Exponential tablet growth. The launch of the Kindle Fire has helped fuel exponential tablet growth in the last few months. Overall tablet traffic on the Jumptap network has increased over 50% since December. In that same time period, Kindle Fire has grown from holding a 4% share of tablet traffic to a 33% share. Jumptap predicts that 2012 will be a year of heavy competition between the iPad3 – launching in March – the Kindle Fire, and other low-cost tablets.

  • Top Picks for Mobile Devices of CES Attendees. The largest consumer electronics show in the world, CES, brought hundreds of the best and brightest in media and tech to Las Vegas — and with them, their mobile devices. In analyzing the types of devices used in Las Vegas during the event vs. devices normally used in the area, the Jumptap February MobileSTAT found that Apple and—surprisingly—Blackberry made the strongest showing (likely due to Blackberry’s legacy enterprise penetration). Additionally, iPad traffic increased 100% and Blackberry traffic increased 111% during the show. To no surprise, the report also found that tech-focused CES attendees were less likely to use feature phones as compared to Las Vegas locals.
  • All Politics is Mobile. Mobile users in South Carolina took to their phones to check results of the state’s primary election on January 21. Significant spikes on the Jumptap network ‘News Channel’ occurred on the day of the primary resulting in a 35% increase in traffic at 7 p.m. ET when the polls closed, and a 40% spike at 10 p.m. when results were announced.

MobileSTAT (for “Simple Targeting & Audience Trends”) is a monthly view of the top targeting and audience trends in mobile advertising. MobileSTAT contains analysis of hundreds of gigabytes of log data run through Jumptap’s analytics technology.