Opera Mediaworks, a mobile ad platform for brands, has released its Q3 2015 State of Mobile Advertising report, which saw Apple regain the top spot over Android for ad revenue. Android took the top spot in Q1 2015 and held it through Q2. Now, 52.1 percent of all advertising revenue on Opera Mediaworks’ mobile ad platform comes from Apple devices.
The report showed Apple’s growth was mostly due to the iPad, which doubled in volume to account for 8.3 percent of impressions and 20.3 percent of revenue. According to the report, the iPad generated more revenue per impression than any other device for the quarter.
When combined, Android and iPad tablets grew significantly in Q3, doubling their market share of impressions from last quarter, and having over two times the revenue potential of smartphones. Opera Mediaworks attributes this mostly to the performance of video ads on tablets, with a ‘revenue-to-impression’ ratio of 1.84, as compared to 0.86 for smartphones.
Breaking down mobile revenue by category, Games were shown to account for 23.7 percent of revenue for the quarter. News and Information apps came in second for revenue generation, at 18.3 percent. While Games lead in overall revenue, Social Networking apps continue to have the highest traffic across the Opera Mediaworks platform, accounting for 18.7 percent of impressions in Q3 2015. This figure is a decrease from the category’s high of around 31 percent in previous quarters.
In terms of impressions, these Social Networking apps are followed by News and Information apps and those in the ‘Shopping, Mobile Stores and Portals’ category.
Finally, while the report found Business, Finance and Investing apps accounted for a small amount of overall impressions for the quarter, these apps had the highest ratio of revenue to impressions, at around six to one.
In a statement, Mahi de Silva, CEO of Opera Mediaworks, commented:
This quarter we saw some key monetization trends around video and high-value publisher categories that we believe will continue to fuel the healthy growth of the mobile advertising industry.
The full Q3 State of Mobile Advertising report can be found here.