Opera in its first edition of the State of Mobile Advertising report, detailed out the monetization of mobile advertising from four perspectives: Devices, Publishers, Ad Networks and Advertisers. This report is based on insights from the world’s leading mobile ad platform serving more than 9,000 global customers, with more than 35 billion ad impressions per month and driving over $240 million (US) of revenue to mobile publishers in 2011.
“DEVICE WITH BETTER USABILITY HAVE BETTER MONETIZATION POTENTIAL”
Sharing the first clear picture, the report revealed that the iPhone leads the smartphone OS pack with an average eCPM of $2.85, though it is closely followed by Android devices (at $2.10). The rest of the mobile phone field is significantly behind.
Among all publisher categories, Business & Finance generates more revenue per impression than other publisher category. The United States and Canada generate the majority of ad requests, with 73% of the global total. U.S. eCPM is also the highest ($1.98), closely followed by the EU5 ($1.94) — and both top the global average of $1.90.
To catch up with the whole report, click here.