iPhone 5 Will Drive More Than 1 in 4 iPhone Ad Impressions Within 6 Months

According to Velti, a mobile marketing and advertising technology and solutions provider, the iPhone 5 is set to become very prominent very quickly, something mobile marketers should take note of.

Velti’s “State of Mobile” report for August took a look back at the iPhone 4S and how it fared in the months after its release. That smartphone gobbled more than 10 percent of mobile ad impressions on Velti’s exchange in just four months of existence.

The iPhone 5 will see even more success, according to the report. Velti expects that within six months, the iPhone 5 will drive more than 25 percent of all iPhone mobile ad impressions. The company also expects that the iPhone 5 will be one of the top five mobile devices on its exchange in that time frame.

The report also shared the finding that Apple’s iOS claimed 57 percent of ad impressions in August, leaving Google’s Android with 43 percent. This was the second month in a row that Android took share away from Apple, as the split was 58 percent/42 percent, respectively, in July.

Velti noted that between October and November 2011, right after the iPhone 4 S was released, Android’s impression volume dropped by more than 5 percent.

Education apps led the way in terms of effective cost per thousand impressions (eCPM) in August with $0.97, up from $0.82 in July. That category was followed by weather, games, lifestyle, utilities, travel, entertainment, reference, productivity and navigation. Eight of the top 10 app categories saw month-over-month increases in eCPM in August. eCPMs across Velti’s exchange rose 6 percent month-over-month.

The iPhone accounted for 28 percent of mobile ad impressions on Velti’s exchange in August, up from 27 percent in July. It was followed by the iPod Touch with 17 percent, the iPad with 12 percent, the Samsung Galaxy SII with 3 percent and the Kindle Fire with 1.4 percent. This was the Kindle Fire’s debut in the top five.

According to a MediaPost’s Online Media Daily, advertising executives like what they see in the iPhone 5, particularly with its larger screen, faster processing speed, 4G mobile data speed and Passbook. Regarding the larger screen, the vice president of mobile at iCrossing noted that it would be good for landing pages and sites that campaigns will link to.

Meanwhile, Apple’s Passbook, a digital wallet service to be integrated in iOS 6, opens up some juicy opportunities for the future of mobile coupons. An article from Adweek highlights the possibility of walking into a store and having a coupon appear on your smartphone. This puts a fire under the likes of daily-deals sites and Foursquare, which is good news for consumers.