Opera: Apple's iOS trumps rivals on mobile ad monetization, traffic


Apple's (NASDAQ:AAPL) iOS led all rival mobile operating systems on worldwide advertising impressions and revenue during the second quarter of 2013, according to Opera Mediaworks' latest State of Mobile Advertising report.

iOS generated 43.75 percent of mobile ad impressions during the second quarter and accounted for 49.36 percent of revenues, Opera Mediaworks reports. Google's (NASDAQ:GOOG) Android follows at 31.24 percent of impressions and 28.08 percent of revenues: The aging Symbian OS represented 5.16 percent of traffic and 1.59 percent of revenues, while BlackBerry (NASDAQ:BBRY) made up 3.37 percent of traffic and 5.41 percent of revenues. Microsoft's (NASDAQ:MSFT) Windows Phone trails with 0.26 percent of impressions and 0.30 percent of revenues.

Source: Opera Mediaworks

Apple also tops all manufacturers with 43.75 percent of all mobile ad impressions served on iOS devices, including 91.2 percent of tablet impressions. Samsung Electronics is a distant second with 17.4 percent of total device impressions, although looking exclusively at the Android platform, the manufacturer accounts for 58.45 percent of impressions, trouncing HTC (10.88 percent), Motorola (8.7 percent) and LG Electronics (7.2 percent).

The Music, Video & Media apps and sites category yielded the highest volume of impressions in the second quarter at 22.4 percent. While the Sports category is relatively small, generating just 6.5 percent of impressions, revenues surged to a disproportionate 22.2 percent, a leap Opera Mediaworks credits to the opening of the 2013 Major League Baseball season.

The U.S. market continues to drive the majority of ad requests and revenue across the Opera Mediaworks platform, with close to $3 out of every $4 in transactions taking place in the American market. The U.S. also fuels 48.9 percent of mobile impressions.

Opera Mediaworks now spans more than 13,000 apps and sites, generating more 60 billion impressions each month and reaching 400 million consumers across the globe. The platform is on track to deliver more than $600 million in revenues to mobile publishers and app developers this year.

For more:
- see this report (PDF)
- read this release

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