The iPad remains hot with advertisers two months after its release, with ad requests across the Apple device up 160 percent in May from April, according to the latest monthly Mobile Mix report from mobile ad net Millennial Media. And yet, Apple, the leading device maker on Millennial’s network since September ‘09, decreased nearly 10 percent month-over-month with approximately 25 percent share of impressions in April. In the meantime, Android is doing well, as ad requests for the Google mobile OS grew 15 percent month-over-month, with a 338 percent more ad requests since January. As Apple prepares to fully launch its iAd system on July 1, it’ll be interesting to see how that impacts Millennial Media’s tallies.
Other highlights from the ad net’s report included:
—In May, 90 percent of developers were creating apps for a single platform—56 percent of that was focused on Apple, and 29 percent on Android.
—While the media have been more focused on the growth of smartphones, consumers are still looking to feature phones and connected devices, which actually make up more than half of Millennial’s US Device OS Mix (see the chart on the left). So it’s important for advertisers to keep this in mind when they’re creating mobile ad strategies – Smartphones alone do not hit the mass of consumers using the mobile web.