Millennial Media’s latest Mobile Mix report found that smartphones as well as Android’s operating system, in particular, saw the majority of impressions for game apps on the ad network’s platform.
Millennial Media broke down its impressions data for mobile game apps and developers by mobile OS — Android, iOS, BlackBerry and Windows. Android was the top mobile OS, accounting for 64 percent of games impressions on Millennial Media’s platform, whereas 52 percent of all impressions came from android devices. iOS came in second, with 30 percent of games impressions on its network.
As expected, smartphones accounted for 74 percent of all impressions served on its network for Q3 2012. Non-connected phone devices such as tablets and e-readers grabbed nearly a quarter of Millennial Media’s impressions for the third quarter, with 23 percent. Feature phones made up three percent of all impressions served on the Baltimore-headquartered company’s advertising platform.
To no one’s surprise, games were the No. 1 app category on Millennial Media’s network in Q3 2012 and for every other quarter in 2012, a trend that has been spotted by Flurry and others. Millennial Media broke down which game genre was seeing the most impressions, finding that the arcade game genre had the most impressions in the games category with 30 percent followed by the word game genre with 26 percent and the puzzle genre with 19 percent.
With brand advertising spend continually increasing, mobile game apps have become an integral part of their overall mobile advertising strategy. The top brand advertiser verticals in mobile game applications were travel, entertainment, education.