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article imageSamsung Galaxy S4 could be a game changer for mobile advertising

By Michael Essany     Mar 14, 2013 in Technology
The wait is over for Samsung Galaxy S fans who are eagerly anticipating tonight's arrival of Samsung's newest flagship smartphone - the Galaxy S4 .
Ahead of this evening's unveiling at Radio City Music Hall in New York, speculation regarding the refreshed device's new features has reached a fever pitch. Analysts and industry watchers are expecting a 5-inch screen, Qualcomm Inc.'s quad-core chip, 13-megapixel camera, eye-scroll technology, and other cutting-edge features.
Although an official release date will likely be confirmed tonight, the Galaxy S4 will all but certainly reach stores within weeks as competition from the HTC One and Sony Xperia Z continues to mount.
On this amply-hyped occasion, Samsung Electronics makes its biggest run yet at the iPhone on U.S. soil. But more than just Android and iOS loyalists will be watching tonight's announcement with bated breath.
AdMob, Airpush, InMobi, Tapjoy, Millennial Media, and every other leading name in mobile advertising will be looking on with bright eyes as well.
In the fourth quarter of 2012, data from Opera Mediaworks confirms, Android devices secured a monumental milestone as they managed to drive more mobile advertising impressions than iPhones during the quarter.
This was a first-of-its kind achievement for Android and it likely won't be the last.
"The momentum in mobile advertising today is with Android," independent mobile advertising consultant Blake Grifasi tells NPR. The New York-based mobile ad specialist points to Samsung’s rapidly growing popularity among smartphone buyers in the U.S. as a major catalyst for change in the dynamics of the mobile advertising landscape today.
There are other important factors as well, Grifasi says, that are giving Android a significant upper hand in mobile advertising.
From doubts express by Apple co-founder Steve Wozniak to Wall Street's resident tech watchers unimpressed by the iDevice maker, recent concern is widespread that Apple is no longer innovating at the rate of its competition in mobile. Consequently, Android smartphones are gaining critical advantages over Apple in terms of both hardware and software.
"Developers are doing some really cool things with Android today," Grifasi asserts. "They'll be watching closely tonight at what new features the GSIV will give them."
With the introduction of features like Floating Touch and eye-tracking expected, mobile ad networks and advertisers will now begin working overtime in hopes of finding ways to leverage these innovations with new and unique ad formats.
"It's another example of where Android gains on iOS," Grifasi concludes, claiming that Android-savvy ad networks with a history of industry leading innovation - particularly Airpush and Millennial Media - stand to benefit immeasurably if consumer adoption and market penetration of Samsung's Galaxy S4 reach expectations.
In 2012, the mobile ad networks that enjoyed the most growth while issuing record payout to developers were companies like Airpush, which is an Android-exclusive ad network. Grifasi believes that last year's upward trend for Android in mobile advertising will not only continue but balloon in 2013.
"If mobile ad networks stay creative and harness the full potential of these new features and resources that today’s top Android devices are laying at their feet," he predicts, "there's no doubt in my mind that Android will be the single most dominant platform for mobile advertising for the remainder of the decade."
More about Android, Samsung, samsung galaxy s4, Mobile advertising
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