Opera Mediaworks has released its latest "State of the Mobile Web" report, noting that Apple's iOS platform continues to generate the most revenue, with iPhone maintaining a slight lead over all Android phones combined and the iPad capturing over 92 percent of tablet ad revenue.
Golden gate bridge
Opera noted that "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%."
Opera also studied the performance of "rich media ads" compared to conventional banner ads, noting that in a study of 378 mobile ad campaigns, each with over a million impressions, "rich media campaigns performed far better than standard banner ads, sometimes as much as 400%."
The firm explained, "rich media ads served within mobile applications were more compelling than those served on the mobile web. Users clicked on in-app ads 1.53% of the time, vs. 1.12% for mobile web ads. Standard banner ads, by comparison, average a 0.39% click-through rate when served in-app and 0.32% when displayed on a mobile website."
The firm also noted that "overall iOS is the clear leader with 43.8% of impressions served on Apple devices," despite the fact that Opera's client list includes Samsung, one of the biggest ad spenders in the industry.
"Among tablets, Apple captures the lion?s share (91.2%) with Samsung following at 6.1%," Opera noted. Acer accounted for 1.15 percent, and all other tablets fit into the remaining 1.54 percent.