The iPhone is the top performer in the mobile ad monetization performance space, according to a new report from Opera Software. It is followed by Android devices, of course, and then a large gap in which the rest of the mobile devices are being left behind.
“The iPhone leads the smartphone OS pack with an average eCPM of $2.85,” writes the company in their first State of Mobile Advertising report. “Though it is closely followed by Android devices (at $2.10). The rest of the mobile phone field is significantly behind.”
Opera Software claims to be the world’s leading mobile ad publishing platform, with more than 9000 global customers, over 35 billion ad impressions per month and driving over $240 million of ad revenue dollars to mobile app publishers in the 2011.
The company attributes the dominance of iOS and Android mobile devices to their greater adoption and usability features, claiming that they allow more interaction between the ads and the device itself. They note that the rich media potential of HTML5 Canvas multimedia features are only supported by iOS Safari and Android 2.1 or higher devices.
The report continues, saying that the iPad, a highly used and usable device, has a high eCPM, a measure of advertising performance. As seen in the chart on Opera’s website, the iPad has an average eCPM of almost four dollars across the Opera mobile ad platform.
“The iPad is also achieving significant user adoption in user groups that are highly desirable to advertisers,” writes the company. “For example, 40% of physicians own or plan to own an iPad or tablet by the end of 2012, according to Nielsen projections.”
The report continues with more insight into its mobile advertising data, noting that North America has the market lead in advertising revenue, and that Business & Finance ads tend to do very well.
As this is Opera’s first report in this vein, it will be interesting to follow these trends over time, especially in regards to iPhone, iPad, and iOS performance in mobile advertising revenue.
Source: Opera Software.