Through the analysis of billions of ad requests, the Mojiva found that rich media ads experienced a phenomenal 235% spike in impressions across the globe over the three-month period of Nov - Jan.
In addition to the spike of rich media in mobile, several other device and advertising related trends are highlighted in the report:
- More than 60% of ad requests in the North American region came from apps in January 2012.
- Gaming publishers experienced a 24% boost in impressions
- Social and Tech publishers saw an impression increase of 33% over the reporting period.
- An average of 70% of users on the Mojiva network used Wifi to browse the web or access their apps, instead of their carrier data signal.
"By analyzing billions of ad requests from the North American region, we saw two strong trends around rich media and gaming," said Amy Vale, Vice President of Global Research and Strategic Communications for Mojiva. "The increase in rich media impressions in mobile will continue to grow as advertisers begin to realize its true value and how consumers gravitate towards those ads. Mobile publishers should take note of this and ensure inventory is certified for these types of ad units."
