Apple’s operating system iOS is the most effective platform for driving mobile ad impressions, according to new data.
The study forms part of Opera Software’s first State of Mobile Advertising report, highlighting key data and trends in mobile advertising worldwide.
The report contains insights from the world’s leading mobile ad platform, using data mined from a global network of 35 billion+ ad impressions, which will deliver more than £255 million ($400 million) in revenue to mobile publishers in 2012.
Among the findings:
– iOS rules the roost -The average eCPM (effective cost per thousand impressions) on iPhone is £1.82 ($2.85), followed by Android at £1.34 ($2.10); Windows Phone is last at £13p ($0.20) eCPM.
– Rich media delivers – Rich media ads, especially those that leverage the capabilities of more sophisticated mobile devices, drive CTR (click-through rates) and better customer engagement based on the 4th Screen Advertising Rich Media Index.
– Business & Finance is the top revenue category – It generates more revenue per impression than any other category.
– Using just one ad network won’t cut it – Performance varies significantly over very short periods of time, so publishers and advertisers that don’t use a strategic mix of networks won’t maximise their profit and reach.
In addition to the special focus on monetisation patterns and trends, the report also includes key insights for advertisers, such as:
– How device adoption among demographic groups impacts media buying strategy
– Why mobile landing pages could soon be obsolete
– Five traits to look for when choosing a mobile ad network
Mark Slade, CEO, 4th Screen Advertising, said: “This report shows the breadth of coverage Opera advertising has in the global mobile ad space, providing analysis which really underlines the maturity of the channel and digs much deeper in to effective mobile ad strategies, performance and engagement.
“The report also features valuable insights into how rich media ad formats deliver much higher engagement levels – providing an essential read for anyone in media buying and planning. We now look forward to publishing the report on a regular basis.”
To read the full report, go to http://www.opera.com/sma/
Source: http://www.opera.com
