Android taking 61 per cent share of Millennial Media's smartphone ads

Google-powered impressions up 15 per cent month on month for mobile advertising network.

Mobile advertising firm Millennial Media has published its latest Mobile Mix report, outlining some of its key metrics for July.

They reveal strong growth for Android, which saw its impressions on the network increase by 15% on June, taking a 61% share of Millennial's total smartphone impressions. By contrast, iOS took a 21% share, with BlackBerry taking 14%. Windows Phone impressions grew 71% month-on-month, but still only accounted for 2% overall - the same as Symbian.

When it comes to apps on Millennial's network, it's a closer split between Android and iOS, which take a 48% and 43% share respectively of ad spend. Games were the biggest app category for Millennial overall, taking 29% of application impressions.

Apple is the leading manufacturer on Millennial's network, followed by Samsung, RIM, HTC and Motorola.

Interestingly, Millennial says that 33% of impressions on its network came from consumers on Wi-Fi networks, reflecting the considerable use of smartphones and other devices in the home. 53% of those Wi-Fi impressions came from smartphones, while 42% came from connected devices including tablets, MP3 players and e-readers.