Global monetization trend in mobile advertising: iOS rules the roost, Windows Phone has a long way to go

Opera has published its mobile advertising report which highlights key data and trends in mobile advertising worldwide.

Some of the interesting findings from the report are:

eCPM across devices

iOS rules the roost. The average eCPM (effective cost per thousand impressions) on iPhone is $2.85, followed by Android at $2.10; Windows Phone is last at $0.20 eCPM.


Delivering an average eCPM of $3.96 across the Opera mobile ad platform, iPad epitomizes the user-friendly device with large, touchscreen interactivity, as well as other features that enhance the user experience.

Rich media delivers.

Rich media ads, especially those that leverage the capabilities of more sophisticated mobile devices, drive CTR (click-through rates) and better customer engagement.

66% of users that click through to a video will complete that interaction, with an average dwell time of 52 seconds.Photo-taking capabilities warrant an even higher dwell time (1 min 25 secs), and about half of consumers will continue to interact with the ad post-click.

Business & Finance is the top revenue category.

Among all publisher categories, Business & Finance generates more revenue per impression than other publisher category.

In terms of ad networks, an interesting finding is that the ad networks with the highest fill rates tend to have lower eCPM payout rates, while those with high payout rates tend to have low fill rates. High paying ad networks’ eCPM rates fluctuate radically (as much as 370%), while ad networks with lower eCPMs (and high fill rates) fluctuate at lower levels (but still as much as 43%).

Opera’s report is a culmination of data mined from the global network of 35 billion+ ad impressions and driving over $240 million in revenue to mobile publishers in 2011.