Apple's iPhone gobbled more than half of the ad impressions at 55 percent, down from 56 percent through June. Android surged to 19 percent from 11 percent in June to overtake the BlackBerry, Millennial Media said.
Apple's iPhone corralled more than half of the mobile ad impressions on
smartphones, while smartphones using Google's Android operating system powered
the platform past Research In Motion's BlackBerry in mobile ad hits.
That's according to the fresh July
stats from Millennial Media
, which remains one of the top independent
mobile ad platforms standing after Apple bought
Quattro Wireless and Google landed
AdMob earlier this year. Millennial's ads reach about 63
million monthly users, or 81 percent of the U.S.
The iPhone gobbled more than half of the ad impressions at 55 percent, down
from 56 percent through June. Android surged to 19 percent from 11 percent in
June to overtake the BlackBerry, whose plot was 16 percent, down 1 percent from
This marks the first time Android hit No. 2 since Millennial began tracking
the numbers in August 2009, according
to Steve McCord, head of product development at
Mobile ad growth on Android dovetails with reports from leading researchers
such as Gartner
which saw Android smartphones overtaking the BlackBerry platform for the second
Powering the ad growth on Android is the Motorola Droid, which moved into
the top three in July's Top 20 Mobile Phones with 5 percent impression share.
The Droid was joined by the Motorola Cliq Android handset in this list.
McCord pointed out other stats that those interested may see in the full
report should they download it (or see a snapshot of the pie charts in this post
Android ad requests grew 47 percent month over month. RIM BlackBerry app
usage grew the most from June to July and now stands at 11 percent of U.S.
developer platform usage.
iPad ad requests soared 327 percent month-over-month. Remember, that
platform has only been around since April, so the growth is solid but not a
total shocker; it didn't have a big base.
While Apple's iPhone may have lost a touch of ad impression share,
Millennial found that Apple ad requests increased 24 percent.
What will be interesting to watch is what happens when/if Apple's iAd mobile
ad platform gets rolling.
Anecdotal reports in the Wall Street Journal
(paywall) indicate Apple has been a bit
controlling about the creative process around the in-application ads its
presides over for apps in its App Store.
This could prove a problem if the impasses are not properly mitigated.
While tight control may be acceptable for the iPhone hardware and software,
developers and advertisers could choose Google and AdMob over iAd if they feel
Apple is being too intrusive.