iPhone Leads Mobile Advertising Push

Last April, we reported on the rise of mobile ad spending. Since then, new data on mobile ad spend has put the iPhone’s iOS operating system at the top of mobile ad venues.

87% of agencies surveyed recommend driving ads to the iPhone according to STRATA

Media buying solutions provider STRATA conducted a survey of ad agencies, finding that 87% recommend driving ads to the iPhone, compared with 62% recommending Android.

These results are interesting, considering that Android accounts for 56% of smartphone share while iPhone racks up only 28%. Let’s see why agencies are recommending iPhone.

The demographics of Android and iPhone users according to Hunch's survey

An Attractive User Base

Hunch, a personal recommendation service, surveyed 15,818 of its users to determine the average lifestyles, personality and demographic of iPhone and Android users. iPhone users are more likely to be city-dwelling, female and affluent. The survey also found that iPhone users as a whole are more likely to be politically liberal, have a graduate degree, be optimists and extroverts, and are “26% more likely to prefer spending their money.” The survey also includes their fashion and tastes, food and drink preferences, media usage, and phone and technology usage.

Results released by mobile advertising network Jumptap reveal that Apple’s iOS devices are more popular in the Northeast and Midwest compared to other regions of the country. The data was compiled from 83 million unique users on the Jumptap network.

Better Ad Effectiveness and Efficiency

AdAge reports that Apple’s mobile advertising platform — iAds — shows better effectiveness over other media. Nielson conducted a study that analyzed the Campbell’s campaign, one of the first brands to use iAds since being launched. Results concluded that those who were exposed were more than twice as likely to recall the ad as opposed to those who viewed it via a television ad. The five-week study revealed that consumers also remembered the brand “Campbell’s” three times more often than via ad messaging.

Not only does mobile advertising prove to be effective, it’s efficient compared to the competitor Android. The monthly metrics from Millennial Media illustrates that the iOS software accounts for 47% of in-app ad dollars, generating more revenue that its competitors.

iPhone Ad Success in Healthcare

While no definitive studies have been done on the effectiveness of iPhone apps for healthcare providers, we think the above data makes a strong case for iOS healthcare ads. With the abundance of health apps on the iPhone and iPad, there are many opportunities to cross-promote health services.

For example, we recently launched an integrated ad campaign for a hospital client. The click-through rate on our Everyday Health Network app ad is outperforming the iOS average click-through of .37%. Successes like these will continue to drive iOS ad placement recommendations.