寄件者: Paul Ferguson (RD-US)
傳送日期: Saturday, August 21, 2010 12:15:25 AM
主旨: NEWSBANK:: iOS Still Receives Majority Of Independent Mobile Ads
iOS Still Receives Majority Of Independent Mobile Ads
- By Chris Foresman, ars technica
- August 20, 2010
- 9:31 am
With AdMob no longer releasing analytics data while it waits for the fallout from Apple’s policies on collecting device data, and Quattro Wireless now under Apple’s wing, Millennial Media is left as one of the largest independent ad networks still providing data on its mobile ad business.
The company’s latest Mobile Mix report shows Apple devices still garnering a commanding share of ad requests, even as Android experiences explosive growth. And the mobile ad business is only getting bigger as smartphones and “connected devices” like the iPad continue to sell.
Like AdMob, Millennial breaks down its data based on the number of ad requests on its entire network. Nielsen says the company reaches approximately 80 percent of the U.S. mobile audience, which gives us the largest data sample outside of Google or Apple.
According to Millennial’s latest data, the iPhone still dominates ad requests, pulling in 55 percent of them in July. However, Android is growing with 19 percent of all mobile ad requests, enough to move it ahead of RIM (16 percent) for the number two spot. Windows Mobile, webOS, and other platforms continue to only account for a very small percentage of Millennial’s ad traffic.
The mobile ad business in general is booming, judging by the growth in overall number of ad requests. Smartphones now account for half of all ad requests on Millennial’s network. Android has experienced explosive growth to reflect its move up Millennial’s rankings, with ad requests up a whopping 690 percent since the beginning of the year.
Android’s gain in overall share has resulted in iPhone and BlackBerry share among smartphone platforms dropping slightly. Even so, both platforms experienced growth in the overall number of ad requests. Since January, total requests from iPhones have increased 15 percent, while requests from BlackBerrys grew 66 percent.
Connected devices — which include touch tablets like the iPad as well as handhelds like the iPod touch and Nintendo DSi — are also increasingly responsible for ad requests. All such connected devices account for 19 percent of ad requests (with the remainder going to feature phones).
Data for the whole year isn’t available, but Millennial said that the iPad experienced a 327 percent growth in ad requests just since June, not surprising for a device that has just launched and has sold in limited numbers. With several Android-based tablets expected to launch later this year, connected devices will be an important space to watch.
…and with the large amount of malicious ads that we’ve been seeing, this will be a critical security focus for mobile security.
"Fergie", a.k.a. Paul Ferguson
Trend Micro, Inc., Cupertino, California USA