Mobile advertising is most effective on iPad

Opera has published a report on the state of the mobile advertising market for the third quarter. According to her data, despite the dominance of the Android platform in terms of traffic, iOS still brings the greatest profit from mobile advertising.

According to Opera analysts, iOS accounts for almost 60% of advertising revenue with a traffic share of 46.37%. Moreover, the iPhone takes over more than half of these 60% – 34% of Opera’s total revenue. The effective price per thousand impressions on an Apple smartphone is $1.64. 

Apple tablets generate 17% of Opera’s advertising revenue thanks to a very high eCPM, reaching $4.42 on the iPad. So, despite the fact that they account for only 5% of traffic, these are very important percentages for the company. 

As for Android, which is responsible for a quarter of Opera’s total traffic, with an eCPM of $0.88, it brings the company less than the iPad alone – 16.79% of revenue. 

The devices of the Canadian RIM take on a little more than 4% of traffic and are responsible for about the same share in the revenue of Norwegians from Opera. Symbian gadgets with 3.57% of traffic due to very low eCPM ($0.37) generate 0.99% of the company’s revenue.  

If we compare the data obtained with the results of the last quarter, the eCPM indicator for iOS with the same traffic was $ 2.49, of which the iPhone accounted for $2.85, and the iPad – $3.96. Android accounted for a quarter of the profit, not the current 17% and eCPM of a substantial $2.10.