According to the latest Q3 2015 State of Mobile Advertising report from Opera Mediaworks, Apple has regained its top spot for ad revenue, ahead of Android. During the first quarter of this year, Android took the lead. Now, 52.1% of ad revenue on Opera Mediaworks’ mobile ad platform comes from iOS devices. However, Android continues to have more traffic (65.4%) than iOS (28.9%).
iOS leads ad revenue in Q3 2015
The report finds that the iPad in particular boosted iOS, doubling its volume to account for 8.3% impressions and 20.3% revenue. Tablets in general have proven their value in terms of revenue potential over smartphones, driven by video ads at an impression ratio of 1.84 vs 0.86 for smartphones. Overall, video ads on iOS outperformed those on Android.
Tablet vs smartphone video ad impressions
Games are a top category when it comes to revenue generation – at 23.7% of revenue on the mobile ad platform. They also performed well in revenue-to-impression ratio (nearly 3x).
Games publishers take the lead in revenue generation
Mobile video advertising was led by Australia, having adopted the format as a common standard. US video ads on mobile were twice the global average at 61% impression, compared to 32% global total ad impressions.
US video ad ratios are twice the global average
Despite emerging markets still below the global average for mobile video ads, the Middle East and Latin America are catching up fast. Taking an in-depth look at Turkey and Saudi Arabia, the report found that both regions experience high mobile internet penetration at 77.1% and 73.6% respectively. However, the countries differ strongly when it comes to media consumption. Turks are more interested in news (82% impressions), whilst Saudis prefer games (55.9%).
Differences in user interests are also reflected by their use of apps versus web. Whilst Saudi Arabian smartphone users prefer apps (88% impressions), Turks turn to the mobile web (68%). Overall, web usage in the Middle East dominates at 71%, compared to 91% of app usage in the US.
Strong differences between countries when it comes to apps versus web
Mahi de Silva, CEO, Opera Mediaworks, says:
“This quarter we saw some key monetization trends around video and high-value publisher categories that we believe will continue to fuel the healthy growth of the mobile advertising industry. At the same time, our own growth is very strong: We now reach over 1.1bn unique users on our platform – up more than a third from Q3 2014 – and power mobile monetization of over 20,000 mobile sites and apps.”