Advertisers amped up their mobile game during the holidays to prepare for a purchasing influx shaking up the top 5 mobile advertiser rankings a bit. Amazon was the top mobile advertiser in November and fell to #22 in December, followed by Zulily (#2 November, #7 December) and Life Technologies Corporation (#3 November, #18 December).
DECEMBER'S TOP MOBILE ADVERTISERS:
When you're using your last generation smartphone to browse for holiday gifts (or Facebook), why not tease you with new phone offers so you can finally get that upgrade? AT&T went big for the holidays outperforming everyone on mobile with 226 unique creatives seen throughout the month. With 53% of total ad impressions purchased through ad networks, the top sites for the telecomm giant were aol.com, espn.go.com and huffingtonpost.com.
LowerMyBills upped their mobile strategy (and their ranking-by 2 spots from November) while you were browsing deals on your phone and most likely spending money on presents for friends & family. We detected 235 unique creatives across an average of 216 sites per day. 92% of their total impressions were purchased through ad networks and the top sites for the month were timeanddate.com, aol.com and wunderground.com.
Also coming at #3 on our top desktop advertisers list for December, JP Morgan released 62 unique creatives across an average of 29 sites per day (these numbers being significantly lower than that of AT&T and LowerMyBills). Going almost entirely direct (97% of total purchased impressions), yahoo.com, flyertalk.com and opentable.com were the top 3 sites targeted.
Auto retailers have realized by now that if they're not on mobile, they're missing out because 32% of shoppers are on multiple screens and that number is expected to jump to 52% by 2017 says MediaPost. 89 unique creatives were detected across an average of 37 sites per day with the top 3 sites being yahoo.com, aol.com and huffingtonpost.com. 53% of all of Ford Dealer Association's impressions were purchased directly, 43% through ad networks, 2% through DSPs and 1% through exchanges.
Like Ford Dealer Associations, Volkswagen got mobile fever for the holiday season jumping 11 spots up the list from the previous month. Also with 53% of impressions purchased direct, the top sites for the auto company were yahoo.com, msn.com and cbssports.com. Volkswagen released 45 unique creatives across an average of 4 sites per day.
December's Top Digital Advertisers including:
- Top 50 Desktop Advertisers
- Top 50 Mobile Advertisers
- Top 50 Video Advertisers
- Top 25 Direct Desktop Advertisers