Android set to become top advertising platform

Android will become the top global mobile advertising platform by the end of 2011, according to predictions released by mobile ad display network InMobi this week.

In the three months to the end of July, InMobi served 112.5 billion mobile advertising impressions across the globe, a growth of 22 per cent over the previous three months. Smartphone growth is the primary driver, with Android continuing to make a significant global impact, capturing an additional 1.9 share points in the quarter to reach 16.6 per cent ad share. Nokia S40 and Symbian OS continue to be the top performing mobile platforms globally, with 19.6 per cent and 19 per cent ad share respectively, although their market share has continued to steadily diminish.

In terms of individual handsets the Apples are still at the top with the iPhone and iPod Touch pulling in 8.5 per cent and 3.5 per cent of ads respectively, followed by RIM’s BlackBerry 8520 with 2.9 per cent and two Nokia devices, the 6300 and 3110 with 2.1 and 1.9 per cent respectively. When it comes to manufacturers, Nokia leads with 39 per cent of ads, followed by Samsung with 16 per cent and Apple with 13 per cent, suggesting the strong growth of Android as an ad platform is coming through the long tail and a more fragmented hardware market.

The revelations  prompted James Lamberti, VP of global research & marketing at InMobi to comment: “Given Android’s ongoing growth around the globe, it’s not surprising to see Google announce its strategic move to acquire Motorola Mobility.  At the current growth trends, Android is expected to become the top mobile platform in the ad ecosystem by the end of the year and Google is clearly protecting it from competitive threats with the IP assets of Motorola Mobility.”

Check out our recent feature on mobile advertising and the death of traditional media

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