Mobile Ad Traffic Monetization By Device, Q4 2012 [TABLE]
Among mobile platforms, Apple’s iOS leads in monetization performance on the Opera Advertising mobile platform, as Opera details [PDF] in a report covering platform activity in Q4. Noting that overall impressions and publisher revenue more than doubled in Q4 over any other quarter, the report reveals that while Android overtook the iPhone in mobile phone impression share, the iPhone generated 37.3% of publisher revenue compared to 30% for Android.
Overall, as in Q3, iOS devices had the higher effective cost-per-thousand impressions, leading to their greater share of publisher revenue. In total, iOS devices accounted for slightly more than half (51%) of publisher revenue, compared to 41.9% of traffic. Both were down rather substantially from Q3 though, as Android became more prominent. That is, Android’s 30% share of publisher revenue in Q4 was almost double Q3′s share (16.8%). iOS device share of revenues dropped from 58.4% to 51%, mostly due to a big drop in iPad’s share of revenues (from 17.2% to 10.5%). Read the rest at MarketingCharts.