Games Still Dominate Mobile App Ad Impressions

Games drew more ad impressions than Facebook and other mobile social apps on Millennial Media’s network in July.

Gaming apps grabbed around a third of application ad impressions on the firm’s network overall, followed by Music and Entertainment, and social apps. Games constituted 34 percent of Google’s Android application ad spend on the network in July, also.

Despite the fact that gaming applications have remained the number one application category for over a year, ad impressions in gaming apps continued to grow with a 35 percent increase month-over-month, reaching 29 percent of all application impressions in July.

As ranked by ad spend, Android represented 48 percent of the mix, followed by Apple’s 43 percent. Apple grew 5 percent month-over-month in July. Meanwhile, RIM devices trail them both, representing a considerably lower 7 percent with the final 2 percent comprised of other devices.

Millennial Media reported that Apple continued to be the leading device manufacturer on the mobile ad network last month. The iPhone maker accounted for a 26 percent share of ad impressions among device manufacturers tracked by Millennial. At around 19 percent of impressions, Samsung remained the number two manufacturer for the sixth consecutive month, growing 28 percent month-over-month.

As for operating systems, in July the Android increased 15 percent month-over-month reaching a 61 percent share of all smartphone impressions, and extending its lead among smartphone operating system ad impressions.

The mobile ad network’s impressions served to smartphones grew 5 percent month-over-month in July, reaching 68 percent of all impressions. Connected devices and feature phones each garnered 16 percent of impression share.