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Opera says iOS most effective platform for mobile ads

Opera says iOS most effective platform for mobile ads
Opera Software, producer of the popular Opera Browser, has released its first ever Opera's State of Mobile Advertising report. According to the report, Apple's iOS is the most effective platform for mobile ads. Of course, you can't just make a statement like that without quantifying it, which the software company did. During the second quarter, Apple averaged an effective CPM (cost per 1,000) of $2.85. That beat out Android which finished second with an eCPM of $2.10. The eCPM is a standard used in marketing by measuring what an advertiser receives for publishing an ad on 1,000 impressions. The Apple iPhone earned $2.85 on average for each thousand impressions of an ad it showed during the second quarter. iOS in total had a eCPM of $2.49 for the second quarter.

While iOS and Android battled it out at the top, RIM, Symbian and Windows Phone represented a major drop off in eCPM. RIM's eCPM was .64 followed by the .59 for Symbian and the .20 for Windows Phone. The most revenue per impression came from the Business and Finance category and doubles the profits from the next most advertised category, News and Information.

The Apple iPhone has the largest mobile ad share and the largest percentage of traffic

The Apple iPhone has the largest mobile ad share and the largest percentage of traffic

Besides OS, other factors determine if an ad will be effective. Large sized touchscreen models fared better in Opera's research while interactive ads outperformed ads requiring no viewer action. The Apple iPhone had the largest share of mobile ads, accounting for 43.54% of revenue and a 29.88% share of traffic. Android devices were next with 26.56% of revenue and 24.43% of traffic. But the most profitable device turned out to be a tablet, the Apple iPad with a eCPM of $3.96. Apple's tablet accounted for 14.26% of revenue and 6.86% of traffic.

The U.S. was the most profitable country for mobile ad publishers with a 73% slice of the mobile ad pie with an average eCPM of $1.98 beating out the global average of $1.90. Opera is the perfect company to release mobile ad standings based on its mobile ad platform that runs up more than 35 billion ad impressions per month. The company's network last year delivered  $240 million of revenue to mobile publishers.

source: Opera via AppleInsider

Apple's iOS generates the most revenue per 1,000 impressions

Apple's iOS generates the most revenue per 1,000 impressions


25 Comments
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posted on 21 Jul 2012, 03:06 3

1. Bluesky02 (Posts: 1439; Member since: 05 Dec 2011)


On that one Apple wins, I hope Microsoft will be able to compete with that by learning from competitors fastly and comprehensibly.

posted on 21 Jul 2012, 05:23 1

4. sid07desai (Posts: 268; Member since: 03 May 2012)


*comprehensively. And even I hope that too.

posted on 21 Jul 2012, 03:38 1

2. mas11 (Posts: 1032; Member since: 30 Mar 2012)


AdFonic report shows Android topping iOS as the #1 mobile ad platform
http://www.androidauthority.com/adfonic-mobile-ad-report-android-ios-102300/

posted on 21 Jul 2012, 08:32 1

9. kingpet13 (Posts: 139; Member since: 02 Feb 2012)


That is how many ads people put up. This article is based off the profit made. Two very different things.

posted on 21 Jul 2012, 13:45

18. mas11 (Posts: 1032; Member since: 30 Mar 2012)


I know that, but they are related

posted on 21 Jul 2012, 04:20

3. Mitchel (Posts: 228; Member since: 25 May 2012)


Yey! Most effective platform for mobile advertising together with Most advanced Mobile OS!!! WAAAAAHHH! Wut?

posted on 21 Jul 2012, 06:01 1

5. darktranquillity (Posts: 284; Member since: 28 Feb 2012)


Reason is simple, apple is money based while android is more of people based

posted on 21 Jul 2012, 06:09 2

6. sithman (banned) (Posts: 299; Member since: 21 Apr 2012)


But people spend money

posted on 21 Jul 2012, 11:35 2

16. piggypigs (Posts: 12; Member since: 21 Jul 2012)


smart people spend money wisely.

foolish people ....

posted on 21 Jul 2012, 10:03

10. ivanko34 (Posts: 617; Member since: 04 Sep 2011)


So true

posted on 21 Jul 2012, 10:52 1

11. roscuthiii (Posts: 1863; Member since: 18 Jul 2010)


Who the hell is out there screwin' around with mobile ads?! I block ads, I ignore ads, I just click past them... and I'm damn sure not taking the time to play around with interactive ads.
Are iOS users just throwing their money at whatever shiny, twinkly thing you put in front of them?

posted on 21 Jul 2012, 11:21 2

14. networkdood (Posts: 6310; Member since: 31 Mar 2010)


I know who would be dumb enough to click on them? Oh...iDON'T know....

posted on 21 Jul 2012, 11:13 1

12. Aeires (unregistered)


Too bad Chrome will be the new standard.

posted on 21 Jul 2012, 11:21

13. networkdood (Posts: 6310; Member since: 31 Mar 2010)


I block ads on my phone, so...whoopee doooo da dayyy...

posted on 21 Jul 2012, 11:31

15. roscuthiii (Posts: 1863; Member since: 18 Jul 2010)


Also... Alan, you may want to re-word the article a little bit; Apple's iOS has an eCPM of $2.49, not $2.85 as stated at the end of the first paragraph. The iPhone itself has an eCPM of $2.85 and the iPad has an eCPM of $3.96 which should make iOS's eCPM $3.40ish. So, how does Apple finish with $2.49 then??? I'm guessing iPods are left out of the chart & not even mentioned, and that they are the student in class who kills the average for everyone else.
It seems suspect to me that all Android is lumped together under one OS here while iOS is differentiated... or, at least differentiated between the two 2/3's of it that are doing great while the part that has lost it's luster is treated like the red-headed stepchild.
To me, this is reminiscent of the same mindset as the bitdefender and tawkon apps being pulled, and the brief departure of Apple from EPEAT standards testing as they may not have painted Apple or an Apple product in the best light.
Opera may have released the report but I wouldn't be surprised if it was either Apple sponsored or just Opera ingratiating themselves with Apple.

posted on 21 Jul 2012, 13:19

17. Alan01 (Posts: 199; Member since: 21 Mar 2012)


Thanks. Yes, iOS as a whole had a eCPM of $2.49 for the quarter which was ahead of Android's $2.10. As you noted, it doesn't seem to make sense considering that the Apple iPhone had a eCPM of $2.85 and the Apple iPad brought home $3.96 for its eCPM figure. It could be the iPod that lowers the average as you surmised. And that would make a lot of sense considering the limited connectivity and fuctionality of the device.

Most likely the iPod would have had a eCPM lower than the .20 that Windows Phone rang up.

Remember, this is Opera's debut report. The next one should be even more interesting!

Alan F.

posted on 21 Jul 2012, 16:30

23. roscuthiii (Posts: 1863; Member since: 18 Jul 2010)


Sorry if I may have appeared a little harsh, or perhaps even 'trollish' earlier. I worked 16 hours straight yesterday, have 12 today, and will have 2 individual 8 hour shifts tomorrow... so yeah, there's my weekend. :-\

But, I've got some caffeine in my system now and I'm feeling much more chipper. The chippiest.

posted on 21 Jul 2012, 14:04

19. Gaurav008 (Posts: 279; Member since: 20 Jul 2012)


And an intrstng news..iphone 3GS is available via aircel(carriet) fr $185..for the 8 gb version....and i suspect its selling for free in usa...

posted on 21 Jul 2012, 14:05

20. Gaurav008 (Posts: 279; Member since: 20 Jul 2012)


And an intrstng news..iphone 3GS is available via aircel(carriet) fr $185..for the 8 gb version....and i suspect its selling for free in usa...

posted on 21 Jul 2012, 14:08

21. Gaurav008 (Posts: 279; Member since: 20 Jul 2012)


(continued)...in india...huh..apples marketng policy....nd their s**tty policies..overpriced fr a 3 yr old model..bdw its nt relatd 2 the post..i knw that...:P

posted on 21 Jul 2012, 14:45 1

22. jimjam (Posts: 242; Member since: 28 Jun 2011)


Another reason to avoid ios - blasted with ads - it can only get worse.

posted on 22 Jul 2012, 00:34 1

25. checkmymike (Posts: 81; Member since: 28 Dec 2011)


Ads? Our custom roms block them. ---android user

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