iPhone mobile ad impressions grow 8 percent in April

iPhone and iPod touch ad impressions increased 8 percent month-over-month in April, according to mobile advertising firm Millennial Media's monthly Scorecard for Mobile Advertising Reach and Targeting report. Apple devices now account for 12.83 percent of all Millennial impressions, behind Samsung at 21.43 percent but ahead of LG at 10.94 percent. The iPhone is the top overall device, generating 7.12 percent of total Millennial impressions, followed by the BlackBerry Curve (5.7 percent), the Samsung Instinct (5.65 percent), the Samsung SCH-R450 (4.31 percent) and the BlackBerry Pearl (3.42 percent).

Millennial Media ads now reach approximately 31.8 million subscribers, representing 56 percent of U.S. mobile web users. The average number of ad requests per page view was 1.08. Forty-six percent of post-click actions leveraged device application functionality (e.g. App Store, Watch Video, Place Call), while 56 percent utilized mobile web-based browser interaction. Sixty-six percent of Millennial campaigns drove users to specific microsites or expanding rich media ad units. Millennial adds that users aged 18 to 24 who were exposed to a mobile campaign had a 9 times increase in purchase intent.

For more on Millennial's April SMART report:
- read this release

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