Opera Software launched its first State of Mobile Advertising report, highlighting key data and trends in mobile advertising around the world. The report relies on data mined from the global network of 35 billion+ ad impressions that made more than $240 million in revenue for mobile publishers in 2011.
Some of the findings include:
- iOS rules the roost with average eCPM of $2.85. Android is following at $2.10, while Windows Phone is last at $0.20.
- Rich media ads, especially those that leverage the capabilities of more sophisticated mobile devices (i.e. smartphones and tablets), drive CTR and better customer engagement.
- Business & Finance is the top revenue category, generating more revenue per impression than any other category.
- Both publishers and advertisers are advised to use more than a single ad network to maximize their profit and reach.
In addition, the report also helps advertisers understand how device adoption among demographic groups impacts media buying strategy, why mobile landing pages could soon be obsolete, and shows them 5 traits to look for when choosing a mobile ad network…