For Mobile Ad Monetization, iOS Slips But Stays on Stop

April 19, 2013

This article is included in these additional categories:

Connected Device Comparisons | Digital | Europe & Middle East | Financial Services | Media & Entertainment | Mobile Phone

Opera-Mobile-Monetization-Performance-by-Device-Q1-v-Q4-Apr2013Among mobile platforms, Apple’s iOS leads in monetization performance on the Opera Advertising mobile platform, reports Opera [pdf] in a study covering platform activity in Q1. The iPhone regained the lead in mobile impression share after dropping behind Android in Q4, but its share of revenues fell by about 3% points, to 34.2%. The iPhone’s share of revenues stayed ahead of Android, which also skidded by 3% points, to 26.7%. But while Android’s share of revenues was smaller than its share of traffic, the opposite was true for the iPhone, indicating greater value for the iPhone impressions.

For the first time, this report breaks out Android’s share by phone and tablet, with Android tablets contributing just over 1% of traffic and about 0.5% share of revenues. For consistency reasons, the combined performance for Android is presented in the above chart.

In other quarter-over-quarter trends, the iPad increased its share of traffic by 12% to about 0.7% points and its share of revenues by an outsized 20% to 2.1% points, indicating that those impressions became more valuable over the quarter. Don’t call it a comeback: RIM saw its share of traffic grow by 0.5% points and its share of revenues by 2% points, as its impressions also became more valuable. Finally, while Symbian’s share of traffic plummeted 38% to 14.3%, its share of revenues increased by 46% to a still-fractional 2.5%.

To recap: iPhone impressions became less valuable, as did Android impressions; but iPad, RIM, and Symbian impressions all became more valuable.

Other Findings:

  • Music, video and media kept its hold as the top category for impression volume, while becoming the leader in revenue generation.
  • Business and finance generated the highest revenue per impression again.
  • 50.7% of ad requests came from the US, down from about 60% the prior quarter. Much of that drop was made up by a big jump in Europe, which grew from 14.6% of requests in Q4 to 21.6% in Q1.

About the Data: The data is based on aggregated information obtained from the Opera Mobile Ad Platform and Opera Mobile Ad Exchange servers for Q1 2013. 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. Country-level details 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.

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