A recent report from Opera Software, makers of the popular Opera web browser, has revealed that Apple’s iOS is the most effective mobile advertising platform globally (via Apple Insider). Opera’s State of Mobile Advertising Report quantified advertising effectiveness across various mobile operating systems during the second quarter of 2012. Apparently the iOS devices averaged an effective cost per mille (eCPM) of $2.85, edging out handsets running Google’s Android OS which came in second with an average $2.10 eCPM. RIM’s BlackBerry and Nokia’s Symbian OS are left far behind with $0.64 eCPM and $0.59 eCPM, respectively.
Detailing from the source:
Devices with larger screens with touch capabilites unsurprisingly performed better in the study while interactive ads saw more click-throughs than their static banner-type counterparts. Opera gave the example of ads built using HTML5 Canvas, which requires a mobile version of Safari 3.2 and Android 2.1 or higher to run.
Apple’s iPhone garnered the highest amount of revenue for the quarter with a 43.54 percent share and also saw the most traffic with 29.88 percent. Following Apple’s smartphone was all Android devices which together accounted for 26.56 percent of revenue and 24.43 percent of traffic.
The iPad stood out as the most profitable device and achieved the highest eCPM on Opera’s network, averaging $3.96 which accounted for 14.26 percent of revenue and 6.86 of traffic.
Opera Software’s mobile ad platform serves over 9,000 customers worldwide and tallies more than 35 billion ad impressions per month.