Opera says iPad takes 91% of tablet ads, iPhone ad share leads all Android phones

Posted:
in iPhone edited January 2014
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.

The report, articulated by Jon Russell of The Next Web, looks at Opera's data from 13,000 sites and apps serving over 60 billion ad impressions per month to 400 million users.

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%."


Source: Opera


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.


Source: Opera

America accounts for 75% of mobile ad revenue

While just under half of all ad requests come from the U.S., Opera noted that "The United States is still the biggest market in terms of revenue, with nearly 3 out of every 4 dollars in transactions taking place in the U.S. market."


Source: Opera

Rich Media Ads like iAd work up to 400% better

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 figures are more good news for Apple's iAd initiative, which the company unveiled in April 2010 as a way for third party app developers to monetize their apps.

Apple described iAd at the time as being "a new form of mobile advertising designed by Apple to deliver the interaction and emotion currently lacking in the mobile space."

"If you look at advertisements on a phone, it's not like on a desktop," Steve Jobs said at the time. "On a desktop, it's about search. On mobile, search hasn't happened. People aren't searching on their phones. People are spending their time in apps."

He added, "developers [who create free apps] need to find a way to start making their money. A lot of developers turn to advertising - and we think these current advertisements really suck."



In his presentation of the new iAd network, Jobs noted that when you click on existing iPhone mobile ads, it yanks you out of the application you're running and launches a web ad, noting that this prevented people from clicking on ads.

At the time, the media was skeptical of Jobs' comments (IDC analyst Karsten Weide predicted iAd would "fade into the background" at the end of 2011).

However, in April, MoPub noted that nearly 80 percent of advertisers' spending was going into rich media ads.

Google just reported results that indicated higher revenues but lower performance, largely due to its inability to translate its paid search placement business model from the desktop to mobile, just as Jobs had outlined three years earlier, and further hampered by another $342 million loss by Motorola.

Google is now working to replicate Apple's iAd model with a new HTML5 ad experience program of its own called Google Web Designer.




video iAds in iTunes Radio


At the same time, Apple is now expanding iAd into audio and video segments (above) to sponsor its upcoming iTunes Radio feature for iOS 7 and new versions of iTunes and Apple TV.

Comments

  • Reply 1 of 18
    sockrolidsockrolid Posts: 2,789member
    [quote]"Among tablets, Apple captures the lion's share (91.2%) with Samsung following at 6.1%," Opera noted.[/quote]

    96% of Google's revenue comes from ads.
    Eric, Larry, and Sergey will not be pleased.
  • Reply 2 of 18


    All that Android market share and they are still only tied with Apple as far as smartphones? Quite pathetic. I guess market share isn't everything.

  • Reply 3 of 18
    gatorguygatorguy Posts: 23,168member
    All that Android market share and they are still only tied with Apple as far as smartphones? Quite pathetic. I guess market share isn't everything.

    Better than me, you and others thought. Articles here at AI left the impression that Apple's iPhones were way out ahead of Android phones by a huge margin. First time I've read that they're essentially tied.
  • Reply 4 of 18
    Opera? Are they relevant?
  • Reply 5 of 18
    tallest skiltallest skil Posts: 43,399member
    It's a shame that all this good news and truth that AI puts out before every quarterly earnings report… does absolutely nothing to stop worthless idiots from shorting Apple.
  • Reply 6 of 18
    mikejonesmikejones Posts: 323member

    Quote:

    Originally Posted by EricTheHalfBee View Post


    All that Android market share and they are still only tied with Apple as far as smartphones? Quite pathetic. I guess market share isn't everything.



    But 8 quadrillion Android phones were activated just between the time this article was posted and you posted. 


     


    [Charlie Sheen mode]


     


    Android is WINNING!!!


     


    [/Charlie Sheen mode]

  • Reply 7 of 18
    tallest skiltallest skil Posts: 43,399member
    mikejones wrote: »
    [Charlie Sheen mode]

    Android is WINNING!!!

    Biwinning, at least.
  • Reply 8 of 18
    sessamoidsessamoid Posts: 182member

    Quote:

    Originally Posted by Gatorguy View Post





    Better than me, you and others thought. Articles here at AI left the impression that Apple's iPhones were way out ahead of Android phones by a huge margin. First time I've read that they're essentially tied.


    Link?

  • Reply 9 of 18
    pendergastpendergast Posts: 1,358member

    Quote:

    Originally Posted by Tallest Skil View Post



    It's a shame that all this good news and truth that AI puts out before every quarterly earnings report… does absolutely nothing to stop worthless idiots from shorting Apple.


     


    I hear shorting Apple is on the short list for new Olympic games.

  • Reply 10 of 18
    pendergastpendergast Posts: 1,358member

    Quote:

    Originally Posted by sessamoid View Post


    Link?



     


    It's in the article at the top of the page. Android (phones) is neck and neck with iOS (phones).


     


    iOS as a whole is a head, and iPad is essentially the only relevant tablet. 

  • Reply 11 of 18
    customtbcustomtb Posts: 345member


    Wonder if it's because all of us click Samsung ads every time we see them just to cost them a quarter?

  • Reply 12 of 18
    tallest skiltallest skil Posts: 43,399member
    pendergast wrote: »
    I hear shorting Apple is on the short list for new Olympic games.

    The 10 meter Apple.

    Men's and Women's will be dominated by the athlete from South Korea.
  • Reply 13 of 18
    kdarlingkdarling Posts: 1,640member

    Quote:

    Originally Posted by SockRolid View Post



    96% of Google's revenue comes from ads.

    Eric, Larry, and Sergey will not be pleased.


     


    Of course, only a small part of Google's ad revenue is from mobile, but that mobile part is doing okay in relation to other mobile ad networks:


     


     



     


    Facebook is understandable, but I'm surprised at how well Pandora is doing with ads.

  • Reply 14 of 18
    droidftwdroidftw Posts: 1,009member
  • Reply 15 of 18
    eckerguseckergus Posts: 96member
    Pretty awesome news for Apple. I just think it is quite pathetic to see analysts create charts and refer to the iPod touch as the "iTouch." What a bunch of rednecks.
  • Reply 16 of 18
    kdarlingkdarling Posts: 1,640member

    Quote:

    Originally Posted by eckergus View Post



    Pretty awesome news for Apple. I just think it is quite pathetic to see analysts create charts and refer to the iPod Touch as the "iTouch." What a bunch of rednecks.


     


    It's iPod touch.


     


    With a lowercase "t".


     


    A "Touch" was a phone made by HTC.


     


    I bet that real rednecks actually know that.  It's the city-fied fancy-pants know-it-alls, who do not.


     


    j/k image

  • Reply 17 of 18
    mdriftmeyermdriftmeyer Posts: 7,502member
    Once again, Apple hits the target and everyone else is caught looking at Apple's test answers to replicate. Pathetic.
  • Reply 18 of 18
    eckerguseckergus Posts: 96member
    kdarling wrote: »
    It's iPod touch.

    With a lowercase "t".

    A "Touch" was a phone made by HTC.

    I bet that real rednecks actually know that.  It's the city-fied fancy-pants know-it-alls, who do not.

    j/k <img alt="1biggrin.gif" id="user_yui_3_10_0_1_1374634925679_1039" src="http://forums-files.appleinsider.com/images/smilies/1biggrin.gif" style="line-height:1.231;" name="user_yui_3_10_0_1_1374634925679_1039">

    Great observation! ????
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