Apple and Android Battle for Smartphone Ad Impressions

For all the talk about Android growing faster than the iPhone, Apple’s device remains the top dog in usage – for now. According to the latest “Mobile Mix” mobile device index from Millennial Media, Apple was the leading device manufacturer, top phone and top OS in terms of ad impressions on Millennial’s network in May. This continued supremacy can be attributed in large part to the fact that there are still more Apple OS than Android devices in-market.

On the other hand, Millennial points out that overall Apple ad impressions have decreased 32% since the beginning of the year. In the same time frame, Android impressions have surged 338%. This reflects Android’s upward trajectory, spurred by the launch of  new Android devices on all the major carriers.

Other key findings include:

• Apple ad requests declined 33% month-over-month, while Android requests grew 15%
• RIM remained the second largest OS on Millennial’s network for the 10th consecutive month, and had five BlackBerry devices in the Top 20 for the second consecutive month
• BlackBerry ad requests saw a slight month-over-month decline, but have grown 33% overall since January

As Greg Sterling observes, these trends are consistent with what we’ve seen from other ad networks, including AdMob, in its April Mobile Metrics Report, and firms such as NPD Group, which track handset sales data. The bright spot for Apple remains the iPad, which saw a 160% month-over-month leap in ad requests on Millennial’s network.

Strong marketing support for Android, from the carriers and device manufacturers alike, will help propel Android forward. That said, judging by the healthy demand, to put it mildly, for the iPhone 4 (600,000 pre-orders on its first day alone), the battle is far from over.

Either way, marketers stand to benefit. The ever-increasing competition between the two companies is contributing to the sizable 43% growth in mobile ad spending this year, and a 37% CAGR from 2008 to 2013.