|Mobile ad network InMobi released its latest Insights Report today, finding that devices running Apple's iOS platform retain the lead in mobile ad impressions, while Android devices are closing the gap. InMobi's analysis found Apple with a clear lead at 46 percent of ad impressions in the most recent quarter, up 4.1 percentage points from the previous measure. Android devices, though, grew 5.4 points in the quarter, and now account for 43.6 percent of market share by ad impressions.
Apple's iPhone retained the individual lead among devices, with 27.5 percent of impressions, followed by the iPod at 11.5 percent, the iPad at seven percent, Amazon's Kindle Fire at 2.8 percent, and the Motorola Razr at 2.2 percent.
Among manufacturers, Apple's lead remained, with the iPhone maker holding 46 percent market share, followed by Samsung at 17 percent and HTC at eight percent. Canadian BlackBerry maker Research In Motion was the only manufacturer included in the report whose market share decreased over the quarter, echoing similar reports of BlackBerry OS' decline amid competition from Android and iOS devices.
Overall, the report found that mobile advertising is experiencing strong growth in North America, with smartphones and tablets moving to the fore in the personal computing sector. Smartphones, though, are experiencing higher growth than are tablets. More than two thirds of InMobi's ad impressions over the last quarter came from mobile apps. Representatives from the firm said that the increasing share of mobile app ads allows marketers to create more immersive and compelling ad content, resulting in more successful campaigns.