Diversity is key for mobile advertisers, as operating systems and devices become more attuned to consumer needs. The July 2010 Mobile Mix report from Millennial Media notes this trend, witnessing a widening sea of advertisements, applications and verticals across a number of mobile operating systems.

Android Takeover

The days of Apple iPhone domination have ended for the time being, and this is reiterated with the persistent adoption of Android’s mobile platform. It’s not just a fad—Android has now become the second-largest OS on Millennial Media’s platform for the first time since the mobile advertising network began reporting the OS mix in August 2009.

Even more interesting is the growing domination of the Motorola Droid, as it moved into the top three of July’s top 20 mobile phones, taking 5% of Millennial Media’s advertising impressions. This singles out an Android-specific device that truly stands to contend with the iPhone, as opposed to the myriad of Android devices that have collectively taken over the iPhone’s supremacy.

Nintendo Joins the Mix

That’s not to say that Apple’s iOS isn’t still a major influence. Apple is still leading the pack for the most popular device manufacturer in Millennial Media’s network since September 2009, taking a 35% share of ad impressions. Adding to the melting pot of mobile advertising trends, the Apple iPad saw a 32% increase of ad requests, month-over-month.

Another interesting trend outlined in the Mobile Mix report comes from a mobile device that isn’t a phone at all. Nintendo made its debut in the top 15 manufacturers, landing at number 15. This can only mean one thing—mobile gaming is still making huge gains. This trend is further outlined by gaming apps’ popularity, as this category topped the charts for the third month in a row. To that end, mobile game apps accounted for nearly 50% of all app revenue in Millennial Media’s network for the month of July.

Game and Retail Apps Rule

Last month’s Mobile Mix report hinted at this growing diversity amongst operating systems and application categories, with sports and entertainment taking high billing as well. Sports continues to be a popular category for mobile app consumption, with music-related apps in particular creeping further up the charts as well.

Some more proof in the pudding is the rise of shopping and retail apps, which landed in the top ten mobile app categories for the first time as well. This shouldn’t be too surprising, given the trends around location- and solution-based apps that are seeing rapid uptake and investment. The back-to-school and holiday seasons will only add fuel to this fire.

Business Opportunities & Takeaways

The biggest takeaway from July’s Mobile Mix report, however, is to note the widening interest in mobile devices themselves. Consumer electronics and internet-connected devices are expanding to address more demands, and are rolling out some very interesting opportunities for advertisers. With growing rumors around an Android-powered PlayStation device and the race towards developing use-specific tablets (for both business and entertainment verticals), this electronic soup will only get more flavorful.

For developers, it’s clear that apps addressing individual consumer needs are still one of the hottest trends, particularly as the Mobile Mix report also shows growth in the home and family-oriented app category as well. Gaming continues to be an inclusive category to dive into, as it’s established platform approach also provides in-app channels for layering advertisements as well as direct sales and other forms of upgrades.

Advertisers and developers will want to seek out even more ways to provide cross-OS support to reach consumers, while those apps, services and platforms that bridge the widening gaps will gain the most profit from these trends.