Apple leads international wireless market, outpacing rivals in advertising

Apple dominates the global mobile market and outpaces competitors in advertising
Apple continues to dominate global mobile device markets, and now holds the top spot in programmatic advertising shares. Apple’s dominance of the global mobile device industry continues with a share of voice (SOV), which is up 6% from last year, at 51%. Pixalate’s latest report shows that Huawei’s SOV fell to 6.3% and Samsung’s dropped to 16.5%, highlighting Apple’s growing influence in an increasingly competitive market. Samsung’s share of the market dropped from 17% in Q2 to 16% in Q2 2020, a 1% decline in a highly competitive and large market. This decrease in Samsung’s Share Of Voice (SOV) may be due to increased competition and a change in consumer preferences. Other global mobile device competitors, like Huawei and Xiaomi, have seen fluctuations in their share of voice. Huawei’s SOV of 6.3% dropped from 6.9% Q2 2023. Xiaomi’s peak share of 8% Q1 2024 fell to 5.9% Q2 2024. Apple’s continued dominance of the mobile device landscape in 2024’s second quarter shapes the global landscape. Targeting Apple devices remains crucial for advertisers seeking broad audience reach. Advertisers are increasingly interested in maximizing their reach because of the engagement level of programmatic advertising on Apple devices. Comparing the top 5 mobile phones by share of voice in Q2 2024 and Q2 2023Competitors such as Samsung, Huawei, Xiaomi, and others must adapt their strategies to combat Apple’s growing influence. They may have to adjust their pricing or increase their marketing efforts in order to regain market share. Share of Voice (SOV) is a metric that is used in advertising. It measures the percentage of a market or audience a brand, product or platform controls, within a certain context, like advertising impressions. It shows how much “voice” a brand has in comparison to its competitors. Programmatic advertising is popular because it optimizes costs and effectiveness. This leads to better results for advertisers. Instead of manually negotiating placements, advertisers bid on ad views in milliseconds. Programmatic advertising delivers relevant ads to the right audience, at the right time. It is efficient and works across all platforms and devices. Apple’s dominance of its ecosystem is influencing mobile advertising, so brands looking to maximize their advertising should target iOS platforms.