According to the just released State of Mobile Advertising report released today by Opera Mediaworks, Android captured the majority (63%) of mobile ad traffic in Q4, but Apple retained its lead in revenue generation. Apple’s favorable position in Western markets, such as the United States, Germany and the United Kingdom, helped it retain the lead. The report, which lays out quarterly trends and insights from the company’s mobile ad platform, notes that, in these markets, high-value rich-media and video-advertising campaigns are more common. Since iOS dominates in these markets, monetization levels are highest, with over 51% of revenue. The iPad also continues to show remarkable monetization potential, accounting for nearly 13% of revenue, with a mere 5% of impressions.
The high volume of mobile app usage vs. mobile browsing in Western markets also drives a healthy user-acquisition market, according to the report. To acquire more users, publishers and app developers use direct response, or performance, mobile ads to drive app downloads.The total spend for these types of campaigns has erupted over the past two years, but the cost-per-installation rate (CPI) has remained stable, and even slightly declined, in 2014, the report found.
Games category leaps ahead in both traffic and revenue in 2014
As seen in previous quarters — and even previous years — the Social Networking category received the most traffic (28.8%), while the Music, Video & Media category generated the most revenue (21.6%). The Games category, though, was the big success story of the year. In 2013, it represented just 5% of impressions, but in Q4 2014 it captured a 14% traffic share. Revenue numbers were even more impressive, as the category grew year-over-year from 3% of revenue to 21.4% of revenue in Q4 2014.
Emerging global markets contend with North America and Europe
The United States still dominates the global mobile ad economy, with nearly a 44% share of impressions. But, other international markets are beginning to catch up, with Asia Pacific coming in second, at 26.1%. This is nearly twice the share of Europe, at 12.5%.
By the end of 2014, the non-U.S. Americas also emerged as a significant mobile advertising market, with a 9.8% share of impressions, led by Mexico, Brazil, Canada and Argentina. Africa, which had a tiny (1%) share at the end of 2013, grew to 4.8%, and South Africa and Nigeria now hold places in the top 10 countries, by impressions.