The State of Mobile Advertising report also reveals that India continues to be the second largest market for mobile advertisements in terms of monetisation
BestMediaInfo Bureau | Mumbai | May 7, 2015
Mobile advertising data from first quarter of 2015 shows Android not just leading in traffic, but even on revenue by holding a 45.8 per cent share of total revenue generated on the platform. This is revealed in the State of Mobile Advertising report by Opera Mediaworks.
In terms of monetisation potential or the ratio of revenue to impressions, iOS is still the leader, with the iPad generating more than 4X its traffic volume in Q1. For mobile video ads only, iOS outperforms Android for both traffic and revenue, while video completion rates for Apple users are higher (87.1 per cent vs. 76.7 per cent).
Some regions, however, are adopting mobile video at a faster rate. American mobile users, for instance, view more video ads than any other country; the United States’ video market share is 2.5X its share of total user reach. India continues to be the second largest market for mobile advertisements in terms of monetisation.
The report noted that social networking and games generate the most revenue. Music, video and media have been the traditional revenue leaders on the Opera Mediaworks platform, but this quarter, both social networking and games trumped the category. In emerging economies, mobile advertising is in a high-growth phase. While the US is still the top producer of impressions and revenue, there is notable year-over-year traffic growth in Asia (19 per cent), the Americas (61 per cent) and Africa (32 per cent).
Mobile video advertising is booming. In just one year, video-ad impression share increased six-fold – from 2.5 per cent in Q1 2014 to 15 per cent in Q1 2015. And, video accounts for more than half of all global revenue generated on the platform, pointed out the report.
The report highlighted that different types of advertisers, too, are showing preference for mobile video units. Movie and television entertainment spend the most money on video and use the most impressions; food and drink and automotive brands are also using the format significantly more than other types of advertisers.
As part of its examination of mobile advertising data from Q1, Opera Mediaworks found that in some regions over 85 per cent of mobile ad campaigns are being targeted at an audience that was created specifically for that one campaign.
Click here to view the detailed report.