Apple continues to dominate the global mobile device market, now securing the top position in programmatic advertising share.

 
Apple's dominance in the global mobile device market continues, with a 51% share of voice (SOV) in programmatic advertising, up 6% year-over-year. In contrast, Samsung's SOV dropped to 16%, and Huawei's fell to 6.3%, highlighting Apple's growing influence in a competitive market, Pixalate's newest report shows.
Samsung's market share declined from 17% in Q2 2023 to 16% in Q2 2024, a 1% drop in a large and competitive market. Increased competition and a shift in consumer preferences may have contributed to this decrease in Samsung's Share of Voice (SOV).
Other global mobile device market competitors, such as Huawei and Xiaomi, experienced fluctuations in their market shares. Huawei's 6.3% SOV dropped from 6.9% in Q2 2023, while Xiaomi's peak market share of 8% in Q1 2024 declined to 5.9% in Q2 2024.
 
Apple's continued dominance in quarter two of 2024 shapes the global mobile device landscape. Targeting Apple devices remains crucial for advertisers seeking broad audience reach.
The engagement level of programmatic ads on Apple devices makes it increasingly attractive for advertisers to maximize their reach.

Competitors like Samsung, Huawei, and Xiaomi must adapt their strategies to counter Apple's growing influence. They may need to enhance their device offerings, adjust their pricing, or intensify their marketing efforts to regain lost market share.
 
Apple advertising
SOV, or Share of Voice, is a metric used in advertising to measure the percentage of the total market or audience that a particular brand, product, or platform controls within a specific context, such as advertising impressions. It reflects how much "voice" or presence a brand has compared to its competitors in the marketplace.
Meanwhile, programmatic advertising has become popular because it optimizes cost and effectiveness, driving better results for advertisers. Instead of manually negotiating ad placements, advertisers use algorithms to bid on ad impressions in milliseconds.
Programmatic advertising ensures ads reach the right audience at the right time, efficiently delivering relevant ads across devices and platforms.
Mobile advertising is increasingly shaped by Apple's stronghold on its ecosystem, making it clear that brands aiming to maximize their advertising impact should consider the importance of targeting iOS platforms.