Mobile Ad Report Shows Big Gains for Android, RIM, PSP

Chris CrumBusiness

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Mobile advertising firm Millennial Media has put out a report mobile devices and their impact on advertising. "For the past year Millennial Media has released a monthly SMART report (Scorecard for Mobile Advertising Reach and Targeting), which discusses trends in the mobile ad space. Beginning this month, they’ve decided to release an additional device-focused report, the Media Mobile Mix," a representative for the firm tells WebProNews.

"The Media Mobile Mix will highlight monthly device-focused trends, including growth, percentage of ad impressions, etc," she adds. "For example, data for March shows that although Apple continued to represent the majority of impressions, the number served by Android and connected devices, like Sony PSPs or iPads, increased drastically."

Some other interesting data from the report:

- U.S. device impression data breakout: Smartphones (45%), Feature Phones (34%), and Connected Devices (21%). 

- Apple's OS remains the leading OS on our network in March with 70 percent share of Smartphone impressions.  Apple's OS has maintained the leading OS position since Millennial began reporting OS mix in August 2009.

- RIM remained the second largest OS for the eighth consecutive month with a 14% share of impressions; and four devices in the Top 20 Mobile Phone ranking. 

- While Apple represented 40% of overall network impressions in March (top slot for the 6th consecutive month); manufacturers supporting Android enabled devices represented over 50% of the Top 15 Manufacturers.  Samsung was firmly embedded as the second largest manufacturer on our network, with four devices in the Top 20.

Millennial Media OS Device Mix

"As the largest independent mobile advertising platform in the U.S., we support every major operating system and device. In March, one out of every five ad impressions on our network were seen on a mobile connected device, and not a mobile phone," said Erin (Mack) McKelvey, SVP of Marketing, Millennial Media. "We have reported monthly device trends from our network for a year, but given the proliferation of smartphones and connected devices, we felt that it was now time to spotlight this data for industry-watchers who are trying to understand the role of devices and consumer behavior in the overall mobile market."

For the first time, Android's OS was in the top three in the ranking of smartphone impressions in March, and Android OS impressions share increased 3% in March alone mankind it 6% of U.S. Smartphone impressions for the month. Globally, Android impressions increased 72% month over month, while RIM also surged 25% globally, on the network.

Chris Crum

Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.