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Android ad requests grew 996pc since January: study

Author

Giselle Tsirulnik

Advertising on the Android platform continued to grow in August, according to Millennial Media?s Mobile Mix report.

Android, the second largest smartphone OS on Millennial?s network, increased 7 percent month-over-month to a 26 percent share of smartphone OS impressions.

?Advertising on the Android platform continued to grow on our network in August,? said Mack McKelvey, senior vice president of marketing at Millennial, Baltimore, MD.

?Android ad requests increased 39 percent month-over-month, the Motorola Droid jumped up to No. 2 on our top mobile phones list behind the iPhone, and Android?s share of smartphone impressions also grew to 26 percent,? she said.

Motorola became the third largest device manufacturer on Millennial?s network last month.

The Motorola Droid moved up to the No. 2 position in the August Top 20 Mobile Phones list with over 9 percent impression share.

Apple, the leading device manufacturer on Millennial's network since September 2009, accounted for 29 percent share of all device impressions on the network.

Smartphone impression share increased 3 percent month-over-month and represented 51 percent of the U.S. smartphone, feature phone and connected device impression share in August.

Android ad requests increased 39 percent month-over-month. Since January, Android has grown 996 percent.
 
RIM ad requests increased 16 percent month-over-month. IPad ad requests increased 76 percent month-over-month.

?Five different carriers made up at least 10 percent of impressions on our network, as highlighted in our U.S. Carrier Mix for August,? Ms. McKelvey said. ?Wi-Fi across multiple carriers still led the pack with 23 percent of our impressions in August, but Verizon, Sprint-Nextel, Metro PCS, AT&T, T-Mobile, Cricket, and others all showcased the great diversity of the mobile Web. 

?Savvy advertisers need to reach their target consumers regardless of what type of mobile device, which OS, or which carrier they use,? she said. ?This carrier diversity highlights that important fact.?

Final take
Giselle Tsirulnik is senior editor of Mobile Marketer