Those from the Opera they presented recently the results of the situation of the mobile advertising segment in Q3 2012 and among the information provided in the documentation stated that the iOS platform is the most profitable for advertisers. In practice, they say that on this platform the most money is registered from the display of advertising materials on web pages, iDevice owners having the greatest willingness to click on such an advertising banner. At a great distance from them follow the owners of Android terminals, while the users of BlackBerry or Symbian terminals are ranked 3rd and 4th respectively.
Once again, this quarter, iOS leads the pack in monetization performance with an average eCPM of $1.64. This outperforms the global average eCPM of $1.31 by over 25%. The overperformance of mobile web is attributed to the relative scarcity of impressions, which results in a higher eCPM for publishers. Among all of the publisher categories, Business, Finance & Investing generates more revenue per impression than any other publisher category. However, this last quarter, the rapidly growing Sports category — closely followed by Music, Video & Media — caught, and then overtook, the Business category in terms of total revenue.
The positioning of the iOS platform as a leader in this segment comes as a normal consequence of the fact that iDevices are generally much more often used for internet browsing at the expense of other mobile terminals. For now, iOS is the leader, but as more and more Android terminals will connect to the Internet, the difference between the platforms will be significantly reduced, of course if those terminals will eventually be used to open a web page.
