Report: iPhone Regains Impression Lead, iPad Generating 12 Pct Of Mobile Ad Revenue Globally

Opera has released its quarterly State of Mobile Advertising report for Q1 2013. The major finding is that “iOS continues to outperform all other device platforms in terms of monetization, with the highest average eCPM and greatest percentage of publisher revenue.”

In addition the iPhone has regained its lead (among the publishers using Opera’s Mediaworks platform) over Android handsets on a global basis. This is remarkable given the overall OS lead that Android has now established.

Opera observed that “Android tablets [have grown] to a small but noticeable share of the market.” However the iPad is still the dominant tablet. The Apple device is generating 6 percent of all ad impressions and more than 12 percent of mobile ad revenue according to Opera.

Most mobile ad requests and revenue (coming through Opera Mediaworks) are from the US (50.7 percent). However Europe and Asia-Pacific are growing fast. Within Europe the UK leads all others. At 15th position China is surprisingly low on the list though its mobile ad market is still relatively immature.