The Personal Approach

By David Murphy

Millennial Todd Tran

Todd Tran, managing director, Platform Business, EMEA/APAC at Millennial Media, looks at the opportunities for mobile marketers presented by the latest release of Android Lollipop

As Android Lollipop 5.0 continues to be rolled out across Europe and the US by manufacturers and operators, Google is expected to begin to make version 5.1 available to Nexus devices soon, ahead of a summer release for all major devices.

Each time there is a new operating system (OS) release, we like to dig into our platform – which sees billions of impressions every day from more than 60,000 apps and sites – to analyse the impact on ads being served by brands across the globe.

It will be no surprise to marketers to learn that Samsung dominates the Android landscape when it comes to serving ad impressions, accounting for 57 per cent of all Android ad traffic in the past year, with closest rivals LG (9 per cent) and Motorola (5 per cent) trailing some way behind. Of all Android ad traffic, 81 per cent comes from smartphones, whilst 19 per cent is from non-phone connected devices including tablets.

Fragmented market
However, when you compare Android to iOS, consumer adoption of the latest software tells a …read more

Source:: Mobile App News