August 22, 2024 – According to a report released by market research firm Pixalate on August 21st, Apple has secured the top spot in the global mobile programmatic advertising market, capturing a significant 51% share of voice (SOV).
Programmatic advertising, a term explained in the report, refers to the utilization of advertising technology for the automated purchase and sale of digital advertisements. This form of advertising can present relevant ads to the audience through automated steps in fractions of a second.
The SOV, as defined by Pixalate, represents the percentage of open programmatic advertising sales related to a specific device type in each region. It serves as a metric to determine a brand’s relative share within its advertising category.
Pixalate’s data science team compiled the “Global Mobile Device Market Share Report for the Second Quarter of 2024” after analyzing over 10 million mobile applications, including those considered retired, and more than 22 billion in-app open programmatic advertising impressions in June 2024.
The report delves into the top mobile device markets across North America, Europe, the Middle East, and Africa (EMEA), Latin America (LATAM), and the Asia-Pacific region (APAC) based on open programmatic advertising traffic in June 2024.
Apple’s iPhone, with a 51% SOV, holds the largest market share globally and has maintained its dominance since July 2022. This share represents a 6% year-on-year increase compared to the 49% recorded in the second quarter of 2023. The iPhone ranked first in North America (70%), EMEA (41%), APAC (33%), and LATAM (29%).
Samsung, with a 16% SOV, holds the second-largest global share. However, this share decreased by 6% compared to the 17% recorded in the second quarter of 2023. Samsung ranked fourth in APAC (12%), second in EMEA (16%), second in LATAM (20%), and second in North America (16%).
Huawei, with a 6.3% SOV, ranks third globally, slightly down from 6.9% in the second quarter of 2023. Xiaomi follows in fourth place with a 5.9% SOV, after reaching a peak of 8% in the first quarter of 2024.
