Apple toped yet another survey. According to research coming from Opera Software, the iPhone’s operating system turned out to be the best mobile platform for advertising. The second runner up is the Android operating system.
“The iPhone leads the smartphone OS pack with an average eCPM of $2.85. Though it is closely followed by Android devices (at $2.10). The rest of the mobile phone field is significantly behind.”
Opera Software is one of the biggest mobile ad publishing enterprises. So far it holds over 9000 customers worldwide and in 2011 has been pushing over $240 million dollars of ad revenue to mobile app publishers all around the globe.
The company explains its findings - the iOS and Android devices are on top due to their popularity among the masses and their intuitive options in usage. Also, the two operating systems feature HTML5 browsers that come in handy in terms of usability.
The survey also takes into account the iPad – a device that has proved to hold a very high eCPM. The eCPM is a measure that helps indicate the level of advertising performance in a gadget.
“The iPad is also achieving significant user adoption in user groups that are highly desirable to advertisers. For example, 40% of physicians own or plan to own an iPad or tablet by the end of 2012, according to Nielsen projections.”
Source: State of the Mobile Advertising report
Source2: Apple's iOS most effective mobile advertising platform, report says