Mobile advertising data from first quarter of 2015 shows Android not just leading in traffic, but also in revenue, holding a 45.8% share of total revenue generated on the platform, Opera Mediaworks disclosed in its State of Mobile Advertising report.
It shows that mobile video advertising is booming. In just one year, video-ad impression share increased sixfold, from 2.5% in Q1 2014 to 15% in Q1 2015. And, video accounts for more than half of all global revenue generated on the platform. But in terms of monetization potential, or the ratio of revenue to impressions, iOS is still the leader, with the iPad generating more than 4X its traffic volume in Q1. For mobile video ads only, iOS outperforms Android for both traffic and revenue, and video completion rates for Apple users are higher (87.1% vs. 76.7%).
More highlights from the report:
Social networking and games generate the most revenue. Music, video and media have been the traditional revenue leader on the Opera Mediaworks platform, but this quarter — for the first time — social networking and games trumped the category.
The United States is still the top producer of impressions and revenue; U.S. mobile users view more video ads than any other country; the United States’ video market share is 2.5X its share of total user reach. But there is notable year-over-year traffic growth in Asia (19%), the Americas (61%) and Africa (32%). In emerging economies, mobile advertising is in a high-growth phase.
Different types of advertisers, too, are showing preference for mobile video units. Movie and television entertainment spend the most money on video and use the most impressions; Food and drink and automotive brands are also using the format significantly more than other types of advertisers.
Special focus: Intelligent Audience Creation
As part of its examination of mobile advertising data from Q1, Opera Mediaworks found that, in some regions, over 85% of mobile ad campaigns are being targeted to an audience that was created specifically for that one campaign.
To find out how these audiences are formed, the company took a closer look at audience creation methodology, or how advertisers are using contextual, behavioral and demographic data to home in on very specific subsets of consumers that will be the most receptive to the ad messaging of their campaigns.