A monthly report by mobile advertising company Millennial Media focused on mobile ad impressions in the third quarter. Their research found that while Android had the most ad impressions in Q3 with 56 percent, Apple was the leading single device manufacturer for ad impressions, taking 23 percent of the market – good news for potential iOS advertisers.
Most interesting, the biggest grower for ad impressions was the iPad. While this may not be surprising, the statistics certainly are: Ad impressions grew 436 percent on the tablet in the last year, and accounted for 97 percent of all impressions on tablets in the United States. The percentage of impressions from the tablet demonstrate the popularity of the iPad. For example, a recent report found the iPad delivered 97 percent of tablet web traffic.
As well as the iPad raking up the figures, the iPod touch also saw a rise in impressions of 30 percent year-on-year, and the iPhone scooped up a further 54 percent of the growth, possibly aided by the sale of over four million iPhone 4Ss in its first weekend of sales.
Android again took the top spot with 49 percent of the overall spend on mobile apps, a 20 percent growth on last quarter’s figures, but while iOS had 41 percent of the share, it too grew at the same rate as Google’s mobile OS in the third quarter. Games were the most popular app to place ads on all platforms, followed by music and entertainment and mobile social networking.