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.

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


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25 Comments

1. Bluesky02

Posts: 1439; Member since: Dec 05, 2011

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

4. sid07desai

Posts: 290; Member since: May 03, 2012

*comprehensively. And even I hope that too.

2. mas11

Posts: 1034; Member since: Mar 30, 2012

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

9. kingpet13

Posts: 139; Member since: Feb 02, 2012

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

18. mas11

Posts: 1034; Member since: Mar 30, 2012

I know that, but they are related

3. Mitchel

Posts: 228; Member since: May 25, 2012

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

5. darktranquillity

Posts: 285; Member since: Feb 28, 2012

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

6. sithman

Posts: 299; Member since: Apr 21, 2012

But people spend money

16. piggypigs

Posts: 12; Member since: Jul 21, 2012

smart people spend money wisely. foolish people ....

10. ivanko34

Posts: 617; Member since: Sep 04, 2011

So true

11. roscuthiii

Posts: 2383; Member since: Jul 18, 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?

14. networkdood

Posts: 6330; Member since: Mar 31, 2010

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

12. Aeires unregistered

Too bad Chrome will be the new standard.

13. networkdood

Posts: 6330; Member since: Mar 31, 2010

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

15. roscuthiii

Posts: 2383; Member since: Jul 18, 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.

17. Alan01

Posts: 602; Member since: Mar 21, 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.

23. roscuthiii

Posts: 2383; Member since: Jul 18, 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.

19. Gaurav008

Posts: 328; Member since: Jul 20, 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...

20. Gaurav008

Posts: 328; Member since: Jul 20, 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...

21. Gaurav008

Posts: 328; Member since: Jul 20, 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

22. jimjam unregistered

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

25. checkmymike

Posts: 219; Member since: Dec 28, 2011

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

* Some comments have been hidden, because they don't meet the discussions rules.

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