Kindle Fire's ad impressions outpace iPad

Nathan Pensky · December 20, 2011 · Short URL:

The Kindle Fire's ad growth is faster than the iPad's during its 2010 launch, says Milllennial Media

Looks like those projections that the Kindle Fire would be huge are starting to come true. Mobile ad network Millennial Media has reported that the rate at which the Kindle Fire's ad conversions are growing per day is an impressive 19%, with a monthly rate of "hundreds of millions of impressions."

These stats were a part of Millennial's November Mobile Mix Report. Other notable figures from the report include the iPhone staying at the top of the mobile ad impression rankings, with 8% growth month-to-month; impressions over Wifi internet growing 11%, comprising 39% of total impressions; and Samsung reclaiming the #2 position behind the iPhone, with 4 out of the top 20 phones ranked.

Perhaps most interesting out of Millennial's November report, however, was that the Kindle Fire is outpacing the impression numbers of the iPad, during the Apple tablet's 2010 launch. Millennial cites the Amazon tablet's focus on entertainment, as well as its lower price, as being key factors in its growing popularity.

The Kindle Fire has been projected to be a huge hit this holiday season, due to its low cost. The Amazon tablet is outperforming the other recently released tablet, the newest iteration of the Barnes and Noble Nook, despite that the Nook has been generally better reviewed by analysts.

Also sweetening the pot for holiday tablet shoppers, the Kindle Fire comes with one month free of Amazon Prime, which includes access Amazon's Prime instant Video and their Kindle Owner's Lending Library.

Interestingly, however well the Kindle Fire sells, its low cost will figure for a non-existent profit margin on sales of the tablet alone. The tablet's cost of production is an estimated $210, higher than the retail price, which is $199. According to one report, Amazon will like recoup this difference through heavy promotion of goods on their main site.

And this, of course, makes Millennial's report concerning the Kindle Fire's ad impressions all the more important for the eventual profitability of the tablet.

Millennial Media is recognized by many as the largest independently owned mobile ad platform, so their report bears considerable weight as to how a given mobile company is performing in the real world. Founded in 2006 and based in Baltimore, Maryland, Millennial Media has received a total of $64.8 million in funding, reaching users in over 250 countries.

23 of the Top 25 Ad Age advertisers use Millennial Media for their mobile applications, including MTV, ABC, FOX, Comedy Central, among others.

[Image Credit: Millennial Media]

Support VatorNews by Donating

Read more from our "Trends and news" series

More episodes