In the Third-Quarter state of the Mobile Advertising report, which shares key data and trends in mobile advertising worldwide published by Opera Software, has announced iOS has Q3 mobile ads with high eCPMs. The Opera advertising platform, based on Opera’s subsidiaries AdMarvel, Mobile Theory and 4th Screen Advertising, serves more than 10,000 mobile sites and apps, with 40+ billion ad impressions per month.
In this quarter, iOS led the pack again with a $1.64 eCPM with iPad and iPhone garnering $4.42 and $1.48 eCPMs respectively while Android slipped down in the rankings with $0.88, a value well below RIM at $1.06.
The report showed that the “SPORT CATEGORY” became the No. 1 category for mobile ad revenue, and mobile sites and apps in the music, Video & Media category also grew this quarter, with both capturing 30% of overall revenue, making them the highest earners. However, Business, Finance & Investing properties consistently generate more revenue per impression than any other category.
Also, the report showed that in the category of Mobile Advertising Revenue in Q3, Apps has the Top Spot by generating 73% of revenue within the Opera Ad platform with the remaining 27% coming from the mobile web. The Traffic measurement showed 8 in 10 visits on the Opera ad platform came from mobile apps, compared to 2 in 10 via the mobile web.
Furthermore, the report also showed that Compared to the rest of the world, mobile users in the United Kingdom trend towards interaction with content in Arts & Entertainment and Health, Fitness & Self Help. They are also four times more likely to use a BlackBerry.
Nigeria claimed the 20th spot among Top 20 Countries by Impression. This shows that Nigerians really use Mobile devices.
| OS Share | % of traffic | % of revenue | eCPM |
|---|---|---|---|
| iOS | 46.37% | 58.40% | $1.64 |
| — iPhone | 30.43% | 34.38% | $1.48 |
| — iPad | 5.08% | 17.19% | $4.42 |
| — iPod Touch | 10.81% | 6.83% | $0.82 |
| Android | 25.66% | 16.79% | $0.88 |
| RIM | 4.40% | 4.15% | $1.06 |
| Symbian | 3.53% | 0.99% | $0.37 |
| Other | 20.04% | 19.67% | $1.28 |
[image via Flickr/ Nicolas Fleury]
