Mobile Ads Growing Rapidly: Apple Leads In Monetizing Content(转）
发表于： 2012-11-25 08:23:48
偶尔看到的，转上来给大家参考一下
Mobile Ads Growing Rapidly: Apple Leads In Monetizing Content
November 22, 2012 |
22 comments
by: Andy Batts | about:
AAPL
, includes:
GOOG
,
SSNLF.PK
Disclosure: I have no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is mentioned in this article. (More…)
The mobile advertising market seems to be going disproportionately in one direction. According to the
results
of a recent examination of the market by the mobile ad network
Adfonic
, that direction is straight toward Apple (
AAPL
).
In the latest version of iPhone, Apple removed two mainstay apps, both Google (
GOOG
) products — Maps and YouTube. Maps are particularly crucial on mobile devices, where location-based services and ads have emerged as the pathway to making money. Location-based services are very important for Google in terms of generating ad revenues, and search is very tied to that. Apple’s rejection of YouTube is part of its effort to cut ties with its former friend.
Even though Android phones far outnumber iPhones with 60 percent of smartphones run Android, versus 34 percent for iPhones — iPhone users account for almost half of mobile traffic to Google Maps, research firm Canalys
reports
. Being kicked off the iPhone may have potentially significant consequences for Google, the move will undoubtedly help Apple in generating more ad revenues.
Apple’s mobile ads make more money than Google’s
Late Steve Jobs once
said
that Google’s search-based advertisements were not the future for mobile devices because users tended to spend their time inside “apps” rather than browsing the web. “On a mobile device, search is not where it’s at, not like on the desktop,” he said. “They’re using apps to get to data on the internet, not generalized search.”
Ads that run on Apple’s iPhone command significantly higher prices than Android, and way higher prices than any other mobile platform, according to a
report
from mobile browser maker Opera Software, which also operates a mobile ad network.
The iPhone leads the smartphone OS pack with an average eCPM of 2.10). The rest of the mobile phone field is significantly behind.
This indicates that devices with better usability (i.e., larger screen size, touchscreen) and those with features that allow more interaction between the advertisement and the device’s functionality (e.g., click to call, expand, play video) have better monetization potential than less capable and less user-friendly devices. For example, HTML5 Canvas, the mobile-friendly browser feature that specialist developers use to build stunning animations and full-screen rich-media overlays, relies on iOS Safari 3.2 and Android 2.1 or above to run.
We also see the importance of device market share in encouraging advertisers to target particular devices. Windows phones have most if not all of the advanced features of Android and iPhones, but low levels of user adoption stifle its performance.
The iPad in particular gets the highest effective cost per 1,000 impressions (eCPM) of all devices, which is $3.96.
(click to enlarge)
“Overnight, Apple has really taken out a significant chunk of Google’s market, and it’s much harder for Google to say to developers, ‘We’re the only game in town, come play with us,’ ” said Tony Costa, a senior analyst who studies mobile phones at Forrester. “It will affect the Google ecosystem, putting it back in the same game of their apps lagging behind Apple, and that’s not a good position for them to be in.”
Apple’s iAd platform needs improvement
It’s hard to ignore the signs of trouble with Apple’s mobile advertising platform, iAd. Despite lowering the minimum fee and simplifying their CPM and performance-based pricing, iAd’s new minimum cost is still out of reach for the majority of advertisers.
The minimum ad spend on iAd requires a big commitment before ever seeing results, and performance advertisers are more likely to profit by using transparent ad networks that offer real-time tracking and the ability to switch ad placement and targeting on a moment’s notice, depending on how it’s performing. Tangibility and flexibility are two key components absent from iAd’s platform, and these missing pieces make performance advertisers wary.
Apple needs to make its iAd platform a success, and as we all know Apple is here to stay, it’s only a matter of time iAd starts to dominate the mobile advertising space.
Apple’s rising mobile ad revenue will boost stock price
Apple in Q3 accounted for 37% of all mobile ad impressions on its network, with Samsung (
SSNLF.PK
) the second-most popular at 24%, and the rest trailing some ways behind, Adfonic says. It will be interesting to see what happens in Q4. In its
AdMetrics
report, Adfonic notes that Apple increased its lead over Samsung by three percentage points without much impact from the iPhone 5, which only hit the market at the end of the period. So one way of charting iPhone 5 popularity will be to see what kind of an impact it has on Apple’s ranking in the current Q4 quarter.
Meanwhile, Apple’s stock witnessed steep correction before bouncing back from $505, the level that I pointed out in a previous
article
. The stock is currently trading in deep value zone with an estimated P/E multiple of just 11 for 09/2013. Given the company’s earnings will grow by at least 20% annually over the next two years, investors should start accumulating the stock in every decline.
评论
- 陈建冲 (2012-11-29 21:40): 网易财经：对于投资而言，怎么样的性格是最必要的？ 吉姆·罗杰斯：保持怀疑和好奇心。你得独立地思考，试着去了解到底发生了什么。 网易财经：你对中国股市的投资者们有什么提示吗？ 吉姆·罗杰斯：有一点你应该要知道，一定只投资你自己了解的事情，不要听我说，不要听网络上的人的说法，不要听电视里的人的说法，不要听报纸的，只投资你自己了解的东西。如果你不知道你在做什么，不要投资；等到你找到一些你很了解的东西后，才去投资，否则，就看着窗户外边吧，不要投资，去看看电影，看看电视，在网上做点什么，直到你了解了你要投资的项目，否则不要投资。(罗杰斯投资的本质跟巴菲特是一样的吗？我觉得是）
- chengzhijun163 → 陈建冲 (2012-12-06 11:11): 感觉罗杰斯越来越象投机者了.看不懂了.不知道是不是他这几年来水平更高了.还是网上他的那些讲话是网友误传.不过这段话还是相当经典的.牢记!!
- 科科 (2012-11-28 15:34): 股市行情惨淡股民一片哀号 就连围棋国手马晓春也绷不住了。 A股行情惨淡，股民一片哀号。中国围棋国手马晓春九段也绷不住了，借其个人认证的微博“@马晓春围棋世界”抱怨：“又回到2000点以下了……” 面对无常股市，马国手似乎愈战愈勇，向网友撂下豪言：“2000点上下拼官子决胜负！”（注：官子乃围棋比赛中三个阶段“布局、中盘、官子”中的最后一个阶段，指双方经过中盘的战斗，地盘及死活已经大致确定之后，确立竞逐边界的阶段。）http://post.weiqi.tom.com/s/AA000B0A5836.html?source=HJSM_SHOUYE_XSJZ1
- 段永平 → 科科 (2012-11-29 00:07): 呵呵，他好像有块棋眼位不够哦，怎么就拼上官子了呢？
- 白云之乡 → 科科 (2012-11-29 08:31): 其实，这些天下跌的创业板平均市盈率昨天为21.9，创业板的平均市盈率昨天为26.99。如果和香港股市比，还差着几倍的估值。 所以现在对于中小企业和创业板的企业真是“棋的眼位不够”，一拼官子，就会像陷在坑里，越掉越深了。 看来，无论什么人做事情，都要在自己的能力圈之内。不然就会犯“聪明人”的错误。
- xmyiru-上官汉镳 → 白云之乡 (2012-11-29 09:02): 我觉得眼位不够更多的是制度文化，君不见郭氏搞得一塌糊涂还升中央委员。退市说得是完善，实质是倒退，理论上按郭的退市制度退市淘汰率为0；新股发行嘴里喊市场化，实质是更多指手画脚。
- 如心 → 白云之乡 (2012-11-29 20:18): 孙悟空的圈圈不管用哦，唐僧没有真眼时也一被忽悠就出圈了啊！
- arthor → 段永平 (2012-11-30 00:35): 您说那口气是这届管理层是选择继续管制还是市场化解决问题吗？
- xmyiru-上官汉镳 → arthor (2012-11-30 09:41): 段总没说这个哦。 听了习的“中国梦”，无语。如果能选择，我愿意要“美国梦”。
- 海之鱼 → 段永平 (2012-12-01 00:23): 看来马晓春投资也就初级的水平，大道可以让他9子。
- 段永平 → 海之鱼 (2012-12-01 01:39): 呵呵，马晓有句名言：＂什么，不知道可以让9子？那让你13子＂。
- 科科 → 白云之乡 (2012-12-02 23:39): 同意你的看法，A股有些还是不太便宜，我猜段大哥是说马老在投资上眼位不够吧。不过想当年他在围棋上国内找不到对手大约有10年呀
- 茶水铺 (2012-11-29 14:03): 前两天大概看了贵州茅台的第三季度报表，感觉很健康，毛利高、负债里面预收款占了大头。
- 茶水铺 → 柏拉图 (2012-11-30 21:23): 贵州茅台即使不增长也很厉害啊，如果酒的质量不出问题。茅台销量那么厉害，我也不知道那部分人喝占多数？领导肯定喝的，不知道是否真的喝那么多茅台？中国人做生意很多是人情消费，到吃饭时间大大小小的餐馆门口都停满车，消费得起应该也不算太贵，如果这部分人消费占得比例不小的话，茅台前景也很好的。我身边的人确实很少喝茅台的，主要是消费不起，不具有代表性。
- 茶水铺 → 柏拉图 (2012-12-02 00:30): 消费总有它的理由，这样的现象在天朝短期内不会改变，我看报表首先喜欢看负债表，如果负债表很多乱七八糟的内容真的很难看下去，有时甚至是致命的。
- ldx188 (2012-11-25 12:47): 价值投资者能成功就是始终坚持价值投资...始终坚持做对的事情。 以合理的价格买了好公司的股票却想股票跌而不希望股票涨的...明白了就懂了。
- wanxiaofei65 → ldx188 (2012-11-26 10:50): 关键经常感觉知易行难的