Millennial: Android ad requests grow 65% in October

Impressions across the Millennial Media mobile advertising network increased 34 percent month-over-month in Oct. 2010, reaching more than 80 percent of mobile web users nationwide, according to the firm's latest Scorecard for Mobile Advertising Reach and Targeting report. Millennial users averaged 171 monthly page views and 1.04 ad requests per view in October--Android requests grew 65 percent month-over-month, with the platform experiencing 2182 percent growth since January. Ad requests across Apple's (NASDAQ:AAPL) iPad tablet increased 112 percent last month, with requests originating via Research In Motion's (NASDAQ:RIMM) BlackBerry smartphones growing 43 percent.

Earlier this month, Millennial reported that Android is now tied with Apple's iOS as the leading smartphone operating system across its mobile advertising network, with the two platforms combining to generate 74 percent of all impressions in October 2010. Android increased 8 percentage points month-over-month to account for 37 percent of Millennial mobile ad impressions, neck-and-neck with iOS; BlackBerry follows at 20 percent, with Windows Mobile and Symbian at 2 percent each.

Traffic to Site remained the top campaign destination in October, accounting for 42 percent of Millennial impressions--Custom Landing Pages followed at 42 percent, with Application Downloads making up 18 percent. While 56 percent of Millennial advertiser campaigns embraced Broad Reach methods (e.g., Run of Network, Custom Subnet and Channel), 44 percent opted for Targeted-Audience methods like GEO, Demographic and Behavioral Audience.

For more:
- read this Millennial Blog entry

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