2024Q2 Global Mobile Programmatic Advertising Report: Apple iPhone leads the way with 51% voice share, followed by Samsung, Huawei and Xiaomi

According to news from this website on August 22, market research agency Pixalate released a report yesterday (August 21), stating that in the global mobile programmatic advertising market, Apple topped the list with a 51% share of voice (SOV).

Explanation of related terms: This site briefly introduces the proper terms:
Programmatic Advertising:
Programmatic advertising refers to the use of advertising technology to buy and sell digital advertising. Programmatic advertising can show your audience relevant ads through automated steps in less than a second.
Share of voice (SOV):
Determined by the percentage of open programmatic ad sales associated with specific device types in each region, as measured by Pixalate. Used to determine a brand's relative share of the ad space in its category; calculated by dividing the category's total spend by the brand's percentage of spend.
Survey Background Pixalate’s data science team analyzed more than 10 million mobile apps (including apps considered delisted) and more than 22 billion in-app open programmatic ad impressions in June 2024 to compile the 2024 Global mobile device market share report for the second quarter of 2020.
Report Contents The report provides top mobile device market analysis based on open programmatic advertising traffic in North America, Europe, Middle East and Africa (EMEA), Latin America (LATAM), and Asia Pacific (APAC) in June 2024.

Apple
Based on Programmatic Open Advertising SOV, Apple iPhone has the largest market share globally at 51% and has maintained its dominance since July 2022.
Up 6% year over year compared to Q2 2023 (49%).
Apple iPhone ranks #1 in North America (70%), EMEA (41%), Asia Pacific (33%), and Latin America and the Caribbean (29%).
Samsung
Samsung held the second largest share globally with 16% SOV, but its share fell 6% year-over-year compared to Q2 2023 (17%).
Samsung ranks fourth in Asia Pacific (12%), second in EMEA (16%), second in Latin America and the Caribbean (20%), and second in North America ( 16%).
Huawei
Huawei ranks third globally with an SOV of 6.3%, down slightly from 6.9% in Q2 2023.
Xiaomi
Xiaomi ranks fourth with an SOV of 5.9%, peaking at 8% in Q1 2024 and then declining.

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