Opera Mediaworks, a mobile ad platform for brands, has released its Q1 2015 State of Mobile Advertising report, measuring mobile advertising data across iOS and Android devices. According to the report, Android has, for the first time, topped iOS for mobile revenue ad share, pulling in 45.77 percent of total mobile advertising revenue, compared to Apple’s 45.44 percent. While less than a percentage point separates the two platforms in terms of revenue, Android continues to dominate in overall traffic share, with 65 percent, compared to Apple’s 22 percent.
However, monetization potential sees iOS on top. When looking specifically at mobile video ads, iOS outperforms Android in both traffic and revenue, with users also being more likely to watch an entire video on iOS. Specifically, the video completion rate on iOS was 87.1 percent for the quarter, compared to Android’s 76.7 percent.
The share of video ad impressions greatly increased year-over-year, from 2.5 percent in Q1 2014 to 12.8 percent in Q1 2015. Video now accounts for more than half of all global revenue generated on the Opera Mediaworks platform. Mobile users in the U.S. view more video ads than any other country.
In previous reports, Music, Video & Media apps have been the traditional revenue leaders on the Opera Mediaworks platform (the platform reaches more than 800 million consumers). In Q1 2015, however, both Social Networking and Games came out ahead. Specifically, Social Networking apps held a 30.2 percent share of overall impressions across the platform, with Games falling just 0.15 percent behind them.
Opera Mediaworks’ complete quarterly insights are available here.