Google's Android operating system netted 53 percent of ad impressions in April, compared to 28 percent for Apple's iOS, according to Millennial Media.
Smartphones based on Google's Android operating system racked
up 53 percent ad impression share, shaving share from Apple's iOS, according to
ad platform Millennial Media.
Millennial, which is reportedly mulling an initial public
Apple's iOS netted 28 percent of ad impressions in April, down from 31
percent in March. Research In Motion's BlackBerry took the No. 3 slot with 16
There is a bit of turn-about-is-fair play here. Android, which landed 16 of the top 20 smartphones by impressions, essentially
took back share it lost to iOS in March, when it fell to 48 percent share. Millennial
the loss to the launch of Apple's iPhone 4 on Verizon Wireless.
While Android gained in ads and sported a 52 percent hike
in applications, iOS still ruled the roost in revenues.
Easily 50 percent of revenues came from iOS apps,
compared to 39 percent from Android programs. Apple's iOS revenue grew 6
percent in April from March.
Gaming apps, of course, led the way with 32 percent of
app impressions. Travel apps ratcheted up 91 percent as people research their
summer vacation plans.
In a sign that bodes well for those publishers and
developers who want to run ads on tablets, impressions on Web-enabled mobile
devices, such as the iPad, iPod Touch and Samsung Galaxy Tab, grew 200 percent
from the fourth quarter 2010 to Q1 2011.
With several more Android tablets, RIM's PlayBook rolling out and
HP's TouchPad all flooding the market this year, it will be interesting
to watch the progress of connected device ad share.
Millennial's latest mobile market report comes as the ad provider is allegedly girding
for an IPO. Millennial is the largest standalone mobile ad provider
after Google acquired AdMob for $70 million and Apple purchased Quattro
Wireless for an undisclosed sum. ValueClick just bagged Greystripe.
said Millennial could go public for between $700 million and $1 billion.