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Smartphones continue to lead in mobile advertising

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Millennial Media, a mobile advertising network, found through a recent study that smartphones account for almost one-half of mobile ad impressions in the US. Even though more subscribers have feature phones, these users have less interaction with advanced mobile content, and therefore only account for one-third of mobile ad views.

iPhones continue to dominate ad impressions within the smartphone category, followed by BlackBerrys and Androids. Androids have seen that largest increase in ad requests, rising 72% month over month. March was the first month the Android phone was one of the three top smartphone operating systems. Requests were up 20% from Apple phones and 25% from BlackBerrys.

On other mobile devices, such as iPads, iPod touches and connected video gaming devices, Millennial Media found that those devices took a significant share of impressions. iPad impressions climbed 713% during the first full week the device was available for purchase. Numbers will only climb as the iPad and similar mobile devices continue to proliferate.

While Apple’s tight hold on the smartphone market continues, the Android has gained significant ground because of its high customer satisfaction and loyalty. Indications that Android also represents a robust mobile app platform also point to a greater share of mobile ad impressions in the future.

iPad as Versatile Content Device

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The new iPad brings with it exciting opportunities for advertisers and publishers to present their content on a larger and more vibrant iPhone-esqe display.

According to comScore, a digital marketing analysis firm, consumers are intending to purchase the iPad over all other e-readers, such as Amazon’s Kindle or Sony’s Reader. This is most likely due to the fact that iPads can do much more than simply display black-and-white text. comScore’s surveyed respondents intend to use the iPad for Web browsing, music, and e-mail over reading books and newspapers.

While many respondents stated that they would probably not purchase apps for the iPad, a majority intended to purchase specially formatted content for it. Current iPhone and iPod touch users were over two times more likely to purchase newspaper and magazine content for the iPad than those without an iPhone or iPod.

“The tablet and e-reader market is developing at a breakneck pace right now, and Apple’s entry into the market is sure to accelerate mainstream consumer adoption,” said Serge Matta, comScore executive vice president, in a statement. “These devices have the potential to be incredibly disruptive to the way consumers currently access digital content.