According to the Opera Mediaworks’ State of Mobile Advertising report, 10/22, Android continues to close the gap with iOS in mobile advertising revenue, while its share of impressions is now almost double that of iOS.
Earlier this year, Android overtook iOS in impression volume. The gap widened further in the third quarter of 2014, with Android devices capturing 58% of impressions vs. iOS at 30%.
Traffic Share (Mobile Phone Operating System)
Share of Traffic
Share of Revenue
Source: Opera Mediaworks, October 2014
In monetization terms, Google’s mobile OS gained three percentage points, compared to Q2, reaching nearly 42% of revenue in Q3. Apple still commands higher revenue at 51%, but it is lower than Q2, when it was at 53%.
For the first time, 1 in 10 mobile ads delivered in the United States are video. In addition, video eCPMs (effective cost per thousand impressions) were eight times higher than banner ads and two times higher than rich-media ads, reports the mobile-video ad platform, AdColony.
Will Kassoy, CMO and CEO of Opera Mediaworks and AdColony, says "… we're seeing brands continue to embrace the power of sight, sound and motion… investing in mobile video advertising… as key component of their marketing strategies… mobile video… (is) a big catalyst for the industry… (with) higher production value content… (and) insatiable demand from consumers for video experiences… “
Additional highlights from the report include:
Mobile video is showing rapid, unadulterated growth
iOS 8 adoption slower than iOS 7
Breakout quarter for the Americas
Social still No. 1
To view the full report from Opera Mediaworks, please visit here.