Figures show Android invasion dominates mobile ad spending
Wednesday, November 23rd 2011 by Steve Swallow
Figures released by Millennial Media (MM) have shown that the mobile arm of the vast majority of managed emarketing strategies are carried out on Android operating systems (OS).
Google's mobile platform has been found to be the most dominant platform for the MM's mobile ad network over the past year. This is despite Apple creating the single most popular device on the market, the iPhone.
The data also showed that in October, Android's lead as the most popular platform on its mobile advertising network actually grew by two per cent compared to the previous month. The growth of Android does not appear to have to have had too detrimental an effect on Apple and RIM, which respectively have 28 and 13 per cent platform shares.
However, other statistics in the report show that Apple may very well be in line to challenge Android for its impressive controlling stake in the market. This is because Apple is currently the top mobile device manufacturer and its share in this market specifically remained at a steady 24 per cent.
According to Millennial Media, speaking following a recent software announcement, mobile marketing is to continue to grow and become important for marketers.
Jamie Fellows, strategic vice president at Millennial Media said: "We're making innovation easy, and giving advertisers tools that will allow them to collaborate with us to create next generation mobile ads.
Both consumers and advertisers have raised their expectations around mobile advertising, and brands need a platform partner that will allow them to deliver on these expectations."
When it comes to sharing out the market's revenue, Android continues to dominate with a massive 50 per cent of the market. Apple's iOS attracts 40 per cent of ad spend with RIM at just six per cent.
The growth of advertising on mobile devices and networks has grown massively over the past few years, thanks largely to increased availability of Wi-Fi and remote devices such as iPads and netbooks.
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