iPhone, Android head-to-head in race for mobile ad displays -->
iPhone and Android are neck and neck in the smartphone race for impressions, with iPhone still clear revenue winner, according to a report from Opera Mediaworks. The iPhone generates 36.4 percent of revenue compared to Android's 27.8 percent, and overall iOS is the clear leader, with 43.8 percent of impressions served on Apple devices. However, Samsung's dominance of the Android market (58.5%) makes it a strong contender, the report also shows.
Though Sports is relatively small with only a 6.5 percent share of the revenue generated across all categories, this quarter publishers in this category (e.g. MLB, ESPN) received a disproportionate 22.2 percent of revenue from their mobile apps and sites, the report also shows. Music, Video & Media again received the highest volume of impressions at 22.4 percent.
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Cyclical variation in impression volume demonstrates seasonal trends in mobile content consumption. Based on data on the Opera Mediaworks platform from the past year, advertiser budgets may taper off in January, as the holiday retail season dissipates, but mobile use continues well into the month as users play with their new devices.
The study also found that rich media, in-app campaigns outperform banner, mobile web. Brand advertisers shifting their mobile ad dollars to rich media creative campaigns running within applications are getting deeper return on their investment, with an average click-through rate of 1.53 percent. The data also revealed that while banner ads still comprise the majority of ad types, advertisers are starting to work more with new and effective types such as tap-to-expand and VAST interstitial (mobile video) units.
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