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Millennial Media Reports Boost in Android Ad Requests by 996% Since Jan

Millennial Media is a mobile ad network and cover about 80% of the U.S. mobile audience through its mobile advertising. Millennial Media’s ads has reached 63 million of a total 77 million mobile web users in the U.S., says the Nielsen Media research.

According to Millennial Media, Android Smartphone impression has increased by 7% in August and also making up 26% of the Millennial Media network. The top spot in Millennial Media network is held by Apple with 48% impressions. The popularity of Apple has been increased by 7% since July.

US Smartphone OS Mix Chart

If we talk about the ad requests in terms of Millennial Media network, ad requests for Android increased 39% month over month and are up 996% since January. With a significant margin, iPhone remained the top mobile phone on the Millennial Media network. Besides these, RIM ad requests increased by 16% and that of iPad recorded as 7% month over month.


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As far as devices are concerned, Motorola took lead from RIM for the first time on Millennial Media network and become the third largest device manufacturer. All credit goes to Motorola Droid device, which gain popularity so quickly and had a 9% impression share on network. In August, Android devices accounted for 6 of the top 20 mobile phones on the network, along with Smartphones which represented the 13 of the top 20 Mobile phones with an impression share over 54%.

An interesting fact here is that Millennial featured the Blackberry platform in its report. It appears that, RIM is looking around for a mobile ad network, and definitely they are eyeing Millennial for being a largest mobile ad network. But yet Millennial says that they featured the Blackberry platform just because of the popularity of Blackberry Devon. No one can say that if it is a coincidence or both the parties are in an agreement.

According to Millennial Media’s report, Blackberry is popular among women as 45% of Blackberry users are women. However, in last quarter 11 million Blackberry devices were sold and globally the number were even higher, i.e. 115 million.

As we have told earlier that Millennial is the largest mobile ad network, it is still growing like gangbusters. Last month, the CEO of Millennial, Paul Paulieri told that Millennial is now planning to IPO by next year. As competition is on rise in the market, iAd and Google’s AdMob all competing for a price of $1 billion market.

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