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Apple's iOS leads in mobile ad traffic and monetization: Opera

Apple's iOS leads in mobile ad traffic and monetization: Opera

By Anupam Saxena | Updated: 24 July 2013 13:16 IST

Opera has released its State of Mobile Advertising report for the second quarter of 2013 that reveals that Apple's iPhone leads in terms of monetization and traffic. However the report also suggests that Android is closely following Apple thanks to Samsung.

The report mentions that the iPhone generates 36.4 percent of revenue for advertisers compared to Android's 27.8 percent share on Opera's ad network, and 43.8 percent of all impressions are served on Apple devices that also include the iPad and iPod touch.

It also mentions that Samsung in particular, dominates the Android market with a 58.5 percent share making it a strong contender.

Opera's State of Mobile Advertising report is based on information sourced from the Opera Mobile Ad Platform and Opera Mobile Ad Exchange servers. Opera Mediaworks platform claims to support 13,000 sites and applications with 60 billion mobile ad impressions per month reaching 400 million customers.

"Looking back a year ago when we launched the first State of Mobile Advertising report, we have seen unprecedented growth in the investment in and value of mobile advertising campaigns across devices and regions," says Mahi de Silva, CEO, Opera Mediaworks. "While iOS still remains the leader, we are seeing new categories rise, new regions emerge and new technologies take shape. Opera Mediaworks' total impression volume grew 43 percent year over year, and the increases will only get bigger as we approach the end of 2013."

In terms of share of ad impressions, both iPhone and Android platforms are slightly above the 30 percent mark. However, the iPhone is ahead in terms of monetization with a 36.4 percent share compared to Android phones that have a share of 27.76 percent, as per the report.

In the mobile device segment traffic share, Apple leads with 43.75 percent ad impressions served on its devices, while Samsung's share is 17.5 percent. Android's overall share is 31.24 percent.

In tablets, Apple is much ahead of Samsung with a 91.2 percent share, while the latter has a 6.1 percent share.

Within Android, Samsung leads with a 58.45 percent share in terms of impressions, followed by HTC which has a 10.8 percent share, Motorola with an 8.7 percent share and others including Sony and LG trailing behind them, according to the report.

Share of Windows Phone, BlackBerry and Symbian was at 0.26 percent, 3.37 percent and 5.16 percent, respectively, in terms of traffic and 0.30 percent, 5.41 percent and 1.59 percent in terms of monetization.

According to Opera, the data in the report represents traffic and monetization metrics and statistics compiled across multiple ad campaigns delivered by it to its mobile publisher customers. The data includes ads requested from and delivered by Opera on behalf of multiple ad networks as well as directly sold campaigns created by Opera's customers themselves. It collects country-level details through IP addresses of the originating ad requests forwarded to it by mobile publisher/ app developer customers and device details are based on device user agents from the same customers.

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