It’s being reported that smartphones account for almost one-half of mobile ad impressions in the U.S., and while feature phones are in the hands of more people, they only account for less than one-third of total impressions.
eMarketer is reporting on data from Millennial Media’s ad-network that breaks down ad serves on devices other than phones- devices such as iPads, iPod touches and connected video gaming devices. In total, these devices took a significant share of impressions, with iPad impressions climbing 713% during the first full week the device was available for purchase.
It’s not surprising that smartphones are dominating mobile ad impressions, with users of these devices seeing much more interaction with advanced mobile content. What is surprising is the market share between the leading Smatphone platforms- namely the iPhone, Blackberry and Android. The latter of which showing the most improvement overall.
iPhones and iPod Touches continue to dominate impressions within the smartphone category, followed by BlackBerrys. Interestingly, Android phones have gained the most ground, with ad requests rising 72% month over month. March was the first month the Android phone was one of the three top smartphone operating systems. While usage is rising, other ad-networks report that CTR coming from ads on Android devices is dropping significantly.