The conversion rate of contextual advertising on iOS is twice as high as on Android

According to the results of the third quarter, the conversion of contextual advertising on iOS devices is almost twice as high as Android’s, Adobe reports.

Mobile search traffic has increased significantly over the past year. Along with it, the conversion rate of contextual advertising has also grown. However, as Abode found out, the latter turned out to be very unevenly distributed between mobile platforms.   

The company’s specialists, taking the conversion rate on the Android platform as a unit of reference (100%), found that the advertising conversion of contextual advertising on iOS in the United States is 181%. 

An even higher conversion rate compared to Android for European “Apple” devices, in particular, in the UK and Germany, it is 193%. Moreover, the highest conversion rate is shown by such advertising categories as Finance, Travel and Retail.

Interestingly, with a higher conversion rate and more conversions, the cost per click on iOS is 18% lower than on Android. According to Adobe experts, all this suggests that the placement of mobile contextual advertising by ROI is twice as profitable on iOS than on Android. 

Yes, according to Adobe forecasts, in the fourth quarter of 2012, every fifth paid click will be on a mobile device.