Millennial Media has updated its software developer kits for Android and iOS  (Android SDK 3.6.1 and iPhone SDK 4.0.4, respectively), improving experience and performance.  One point to note is the increased access to a number of OS features,  for more integrated marketing campaigns.  See here for more details.

This marks the fourth SDK release for each operating system in the past six months.  That’s a pretty rapid release schedule, especially with two platforms to maintain.  It’s just another example of how Millennial Media is staying on top of the mobile advertising industry.  Here’s a quick feature run down for each mobile OS:

Our new Android SDK 3.6.1 features:

• Improved static interstitial experience
• Video interstitials
• Updated overlay experience
• Allows the user to stay engaged in the advertisement while still staying within the application
• Enhanced JavaScript capabilities for advertisers
• Allows the advertiser to tailor the ad experience as they see fit

Our new iPhone SDK 4.0.4 features:

• Video interstitials
• Allows instant video play for advertisers rather than a streaming experience
• Updated overlay experience
• Allows the user to stay engaged in the advertisement while still staying within the application
• Enhanced JavaScript capabilities for advertisers
• Allows the advertiser to tailor the ad experience as they see fit

Millennial Media’s foray into mobile advertising is an area of interest for a number of companies.  From a platform perspective, Millennial Media is a top-tier network that has recently been in talks with RIM, turning down an acquisition offer.

The mobile firm will need to maintain its relevance and continue to pursue that expeditious SDK release schedule, as Apple, Google and Microsoft are all developing integrated advertising options as well.  Microsoft recently launched some updated SDK tools of its own, while Google’s cross-app accessibility is prepped to offer deep integration for advertisers as an extension of existing tools.  Beyond mobile platforms, Opera’s even getting in the game, with news of a mobile ad network all its own.

Disclaimer: Millennial Media is a sponsor at SiliconANGLE.