iPhone Leads the Way for Mobile Ad Impressions
According to a recent report released by Millennial Media, a mobile ad network based in Baltimore, Apple’s iPhone served the most mobile ad impressions in July.
The iPhone served 12.21 percent of all mobile ad impressions during the month, a 3.62 percentage point increase from its 8.58 percent share in June.
The Samsung SPH-M800 (Instinct), which topped this list until June when it was overtaken by the iPhone, was second in July, serving 6.52 percent of all mobile ad impressions, a 0.30 percentage point increase from the 6.22 percent it served in June.
The BlackBerry Curve was third with 5.58 percent of all mobile ad impressions served in July, a 0.25 percentage point decrease, while the SamSung SCH-R450 was fourth with 4.59 percent, a 0.30 percentage point increase.
The BlackBerry Pearl was fifth (2.76 percent), followed by the Danger Sidekick 2008 (2.57 percent), T-Mobile/HTM G1 (Dream) (2.12 percent), LG VX9700 (Dare) (1.88 percent), LG CU920 (Vu) (1.74 percent) and Danger Sidekick LX (1.68 percent).
The top 20 devices in terms of impressions served accounted for 54.48 percent of all traffic in July, a 3.66 percentage point increase from the 50.82 percent in June.
Samsung remained the top device manufacturer with 22.42 percent in July, followed by Apple with 18.02 percent, LG with 11.17 percent, Motorola with 11.09 percent and Research In Motion with 9.10 percent.
Wi-Fi (multiple carriers) led the U.S. carrier mix in July with 24.88 percent, followed by Sprint-Nextel with 16.77 percent, Verizon Wireless with 15.89 percent, T-Mobile with 12.48 percent, AT&T with 12.17 percent, Metro PCS with 10.00 percent and 7.82 percent going to other carriers.
Millennial Media also noted that custom landing pages accounted for 52.25 percent of the campaign destination mix in July, followed by traffic to mobile sites with 43.24 percent and rich media with 4.50 percent.
Traffic to mobile sites has grown consistently during the last three months, indicating that “more advertisers continued to build, maintain and leverage a persistent mobile presence,” according to the report.
The report also reveals that 98.2 percent of advertisers used image ads in the mobile realm, while user sessions lasted 5:10 per user (down from 5:38 in June) and that there were 1.06 ad requests per page view in July.
The Yankee Group recently forecast U.S. mobile advertising revenues to reach $184 million in 2009, a 60 percent increase from the $115 million in 2008.
This figure is expected to reach $241 million in 2010, $323 million in 2011, $431 million 2012 and $566 million in 2013.
Sources:</strong
http://www.millennialmedia.com/research/index.php
