Accordant Mobile, the Accordant Media platform for targeting mobile audiences through RTB, today released additional analysis about the mobile RTB marketplace as well as Accordant’s own increasing momentum. This report follows the company’s Q2 RTB Market Pulse Report released July 17th, and includes deeper insights around mobile trends both in the industry as well as based on Accordant’s own campaigns.
Data encompassed three key categories; overall market volume trends for Android vs. iOS devices, volume and performance results for tablet vs. mobile phone, and gains in in-app media volume and performance for media purchased through Accordant Mobile.
1. Market Trends by Mobile Operating System
Across the mobile RTB marketplace, Accordant saw changes in the share of ad impressions between Android and iOS. In Q1, Android accounted for 77% of overall volume, with iOS accounting for 21% and all ‘Others’ contributing 2%. In Q2, iOS increased to 33% of overall volume, with Android decreasing to 65% and Other remaining at 2%.
2. Tablet Drives Increasingly Strong Conversion Rates
Accordant’s Analytics team broke down iOS traffic to analyze device type data in Q2 vs. Q1 and unveiled the following:
A study of overall mobile web marketplace volume by device type showed that volume remained fairly constant. Tablet accounted for 46% of volume in Q1 and decreased slightly to 43% in Q2, while mobile phone accounted for 54% and 57% accordingly.
For mobile web media purchased through Accordant Mobile in Q2 while Tablet accounted for 67% of overall impression volume, it drove 93% of conversions. As Accordant continuously analyzes campaigns in real time and tablet proves to generate highly successful conversion rates, Accordant continues to focus on targeting this device as a key bidding strategy.
3. Accordant Mobile’s In-app Buying Up 81%
Based on the growing success and adoption of Accordant Mobile by previous and newly added clients, the volume of in-app impressions purchased through the platform increased by 81% in Q2 over Q1. Further, with greater volume, Accordant client campaigns experienced increased efficiencies – including a 111% overall increase in conversion rate and a 55% reduction in Cost Per Acquisition.
“We are encouraged by the robust growth of Accordant Mobile business as our clients see strong results through mobile RTB”, said James Rooney, SVP, Platforms, “As we continue to develop this platform and hone our analytics, we will roll out insights to continuously educate the marketplace on how to optimize their programmatic media spend through mobile targeting.”
Accordant Mobile launched in August, 2012 and the business has more than tripled year over year.