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Nearly Half of Mobile Ads Served to Smartphones

Android platform enjoys fastest growth

April 28, 2010 | Mobile

Reporting from Millennial Media, a mobile advertising network that reaches 83% of US mobile subscribers, indicates that smartphones account for almost one-half of mobile ad impressions in the country.

More subscribers may have feature phones, but they make up only about one-third of mobile ad views, likely because users have less interaction with advanced mobile content.

For the first time, Millennial Media broke out ad serves on devices other than phones, on devices such as iPads, iPod touches and connected video gaming devices. They took a significant share of impressions, and iPad impressions climbed 713% during the first full week the device was available for purchase.

US Mobile Advertising Requests Served by Millennial Media, by Device Type, March 2010 (% of total)

iPhones continue to dominate impressions within the smartphone category, followed by BlackBerrys. But Android phones have gained the most ground, with ad requests rising 72% month over month. March was the first month the Android phone was one of the three top smartphone operating systems.

US Smartphone Advertising Requests Served by Millennial Media, by Operating System, March 2010 (% of total)

Requests were up 20% from Apple phones and 25% from BlackBerrys.

Apple’s tight hold on the smartphone market continues, but high customer satisfaction and loyalty, along with availability from a variety of manufacturers and carriers, have helped Android gain ground. Indications that Android also represents a robust mobile app platform also point to a greater share of mobile ad impressions in the future.

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Check out today’s other article, “Online Video Goes Mainstream.”



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