A new report from Opera Software says the iPhone is the top performer in the “mobile ad monetization performance space”. (God, I love technical talk!) It’s closely followed by Android devices, then there’s a large gap, and “all the rest” fall in behind.
“The iPhone leads the smartphone OS pack with an average eCPM of $2.85,” writes the company in their first State of Mobile Advertising report. “Though it is closely followed by Android devices (at $2.10). The rest of the mobile phone field is significantly behind.”
The report says the dominance of iOS and Android can be attributed to their greater adoption and their usability features, allowing for more interaction between the ads and the device itself. The report also notes that HTML5 Canvas multimedia features are only supported by iOS Safari and Android 2.1 or higher devices.
The report also says the iPad has a high eCPM, which is a measure of advertising performance. As seen on the above chart, the iPad has an average eCPM of almost four dollars across the Opera mobile ad patform.
“The iPad is also achieving significant user adoption in user groups that are highly desirable to advertisers,” writes the company. “For example, 40% of physicians own or plan to own an iPad or tablet by the end of 2012, according to Nielsen projections.”
The report notes the North America has the market lead in advertising revenue, and that Business and Finance ads tend to do very well.
Opera Software is a leading mobile ad publishing platform, with more than 9000 global customers, and over 35 billion ad impressions per month in 2011.
