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Mobile ad platform Millennial Media has launched their newest Mobile Mix report, covering Q2 2013, and the company is changing how things work this time around by altering its ‘Top 20 Phones’ list to a ‘Leading 20 Devices,’ and including tablets into the mix along with smartphones and attribute phones. This led to Apple going from occupying simply a single area at the top of the chart, to taking three of the leading 4 places, thanks to the presence of the iPod touch and iPad in addition to the iPhone.

Samsung still occupies the second spot with its Galaxy S phones, which is the same from the pervious quarter, and gets some extra presence in the leading ten thanks to the look of the Galaxy Tab and Galaxy Note in the leading 10 list. HTC and Motorola lose some representation on the list, nevertheless and Amazon debuts with the Kindle Fire ranking number 8 overall for impressions.

Apart from the changes in the Top 20 Devices, the rest of Millennial’s methodology remains unmodified. So Apple taking home 39.3 percent of the overall impressions broken down by gadget producer, with Samsung following up in second place with 26.1 percent, really does stand for a nearly 3 percentage point improve for Apple, and a slight dip for Samsung. HTC falls below LG in 5th place, too so there’s been some shift between the quarters, most likely attributable to HTC One’s failure to genuinely do much to excite consumers. The Apple bump is more difficult to explain, because a refresh is imminent and no new iOS hardware was presented between Q1 and Q2 2013.

Apple’s share of total impressions as determined by mobile OS also leapt. The result is an 8 portion point bump for Apple’s iOS in terms of OS share of overall advertisement impressions, compared to a 5 portion point boost for Android. Millennial states tablet impressions continue to expand, so Apple leading that market could be exactly what’s assisting iOS enhance its share. Android is still expanding, nevertheless, with both the top dogs the huge losers right here were Windows and BlackBerry, both of which saw impression share dive. That’s completely reasonable offered the enhancing significance of tablets. BlackBerry shed over half its share, for instance, dropping from 15 percent to 7 percent of overall mobile ads served.

Tablets continue to be led by iOS devices, so the iPad is succeeding out. Android accounts for 44 percent of tablets seen by Millennial’s advertisements, but that’s really down simply slightly from the previous quarter’s report. Perhaps surprisingly, the Google Nexus 10 saw substantial growth (impressions climbed up 51 percent sequentially from Q1) while the Nexus 7 held things steady at 7 percent of all Android tablet impressions. The new Nexus 7 might help that number increase in Millennial’s next reporting duration.

Regional growth of specific producers point to Samsung doing something right in certain market segments, with that manufacturer growing its share of impressions in the EMEA region by 13 percentage points from 18 to 31 percent. Apple raised its own impressions just one percentage indicate 42 percent throughout the same time period, however iOS as a platform increased from 23 percent to 34 percent in the Asia-Pacific region year over year, while Android shed 4 portion points (to 60 percent total) and BlackBerry did the exact same, with Windows falling off the map near completely.

The big change below is in regards to how Millennial presents and counts gadgets. Tablets now make up a much more vital classification than feature phones when it concerns mobile advertising, so it’s natural to see those included right here alongside those older-style gadgets. Plus, it does a much better task of revealing why Apple remains to dominate total in advertisement impressions among mobile gadget makers than it did previously, when Millennial revealed just the lonesome iPhone atop the plan as the sole hardware from the Mac maker.