For Mobile Ad Monetization, iOS Continues to Outperform Android

October 22, 2013

This article is included in these additional categories:

Connected Device Comparisons | Digital | Financial Services | Media & Entertainment | Mobile Phone | Tablet

Opera-Mobile-Monetization-Performance-by-Device-Q3-2013-v-2012-Oct2013Among mobile platforms, Apple’s iOS continues to outpace Android in monetization performance on the Opera Advertising mobile platform, as Opera details in a report covering platform activity in Q3 2013. Looking just at smartphones, the iPhone (31%) and Android smartphones (30.3%) may have been running neck and neck in terms of traffic share, but iPhones generated 36.4% of publisher revenue compared to just 27.3% for Android. The iPad similarly punches above its traffic share when it comes to revenue generation. At 8.9% of traffic on the platform, the iPad dwarfs Android tablet (1%) traffic. But while Android tablets generate less than half that proportion (0.46%) of revenues for publishers, iPads generate an outsized 10.3% of revenues.

All told (and including the iPod Touch), iOS devices accounted for 44.4% of traffic and 49.5% of revenues, compared to 31.3% and 27.7%, respectively, for Android devices.

Still, the trends appear to be favoring Android. Last year, in Q3, iOS devices claimed 46.4% of traffic and 58.4% of revenues, compared to 25.7% and 16.8%, respectively, for Android.

Other Findings:

  • Music, video and media kept its hold as the top category for impression volume, while regaining its lead as the top category by monetization.
  • Business and finance generated the highest revenue per impression yet again.
  • 49.3% of ad requests came from the US, down from 49.3% in Q2, 50.7% in Q1 and 60% in Q4 2012. Europe (20.9%) and Asia-Pacific (15.3%) drove the next-largest amount of ad requests.

About the Data: Information contained in the report is based on aggregated information obtained from the Opera Mobile Ad Platform and Opera Mobile Ad Exchange servers. The data presented represents traffic and monetization metrics and statistics compiled across multiple advertising campaigns delivered by Opera to its mobile publisher customers. The data includes ads requested from and delivered by Opera on behalf of multiple ad networks as well as directly sold campaigns created by its customers themselves. Country-level details are based on IP addresses of the originating ad requests as forwarded to Opera by its mobile publisher/app developer customers. Device details are similarly based on device user agents provided by these same customers.

Opera serves 60 billion ad impressions per month and reaches 400 million global consumers.

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