A new report from Opera Mediaworks reveals that Android captured 63 percent of mobile ad traffic in Q4 2014. Apple, however, led the way in revenue generation.
The “State of Mobile Advertising” report notes that Apple led the way in revenue generation because of its position in Western markets like the United States, Germany and the United Kingdom. This is because high-value rich-media and video-advertising campaigns are more common in these markets. And, since iOS dominates in these markets, its monetization levels are the highest, with more than 51 percent of revenue.
The report also sheds light on mobile app developers using ads to acquire users, revealing that publishers and app developers are using direct response, or performance, mobile ads to drive app downloads. In fact, the total spend for these types of campaigns has significantly increased over the past two years, yet the cost-per-installation rate (CPI) has remained stable, and even slightly declined.
It is also important to note that Opera Mediawork’s study found that the social networking category received the most (28.8 percent) mobile traffic in 2014, while the music, video and media category generated the most revenue (21.6 percent). That said, the games category was the biggest success of the year, significantly increasing its traffic share to 14 percent. Plus, revenue numbers for this category grew year-over-year from 3 percent to 21.4 percent of revenue in Q4 2014.