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Tuesday, July 23, 2013
Apple Leads Mobile OS in Traffic


Using data from the over 35 billion mobile ad impressions its platform handles each month, Opera Mediaworks today gave some insight into Apple's dominance with iOS and its huge lead over Android when it comes to revenue & impressions from tablets.

According to a Opera Mediaworks' report covering the state of mobile advertising for Q2 2013, iPhone and Android are neck and neck in the smartphone race for impressions, with iPhone still clear revenue winner. The iPhone generates 36.4% of revenue compared to Android's 27.8%, and overall iOS is the clear leader, with 43.8% of impressions served on Apple devices. However, Samsung?s dominance of the Android market (58.5%) makes it a strong contender.

3 out of every 4 dollars of all mobile transactions occur in the United States. Just fewer than 50% of all ad requests are in the American mobile ad market, but it accounts for nearly 75% of revenue, ther report claims.

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. Other observations include a mini-surge in August and a notable spring break season (March/April), with traffic comparable to the more commonly known pre-holiday jump in November.

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%. 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.

"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% year over year, and the increases will only get bigger as we approach the end of 2013."

To read the full report, go to http://www.operamediaworks.com/insights


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