However, Mack McKelvey, SVP of marketing at Millennial Media, said that mobile marketers should not focus only on smartphones when devising their mobile strategies.
“For marketers who want a very broad-reach campaign, they have to target outside of just smartphones,” she said.
Although smartphones accounted for 68% of April mobile ad impressions, feature phones and other connected devices, such as tablets, personal gaming consoles and personal audio players, each contributed 16% of the month’s 23 billion mobile ad impressions. McKelvey said 80% of the connected devices were Apple iPads or iPod touches.
“If you’re trying to reach a heavily Hispanic audience, you cannot leave out feature phones,” she said. “If you’re trying to reach tremendously wired consumers, you want to hit them on connected devices as well as smartphones.”
The report also found that applications running on Apple’s iOS devices generated 50% of Millennial Media’s ad revenue, followed by Android apps at 39% and RIM applications at 9%.
Mobile game applications were the top app category for impressions, with a share of 32%. McKelvey said Millennial Media served ads on about 12,000 mobile apps in April.