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Games is the Top Mobile App Category for Ad Impressions

Posted on 5.19.2016

A new report from Opera Mediaworks is shedding light on the mobile marketing industry, revealing that the top app category for ad impressions is the games category.

The Q1 Mobile First Insights report analyzes data from the top 100 apps using Opera’s mobile ad platform to monetize their traffic. The report shows that mobile users are spending an average of 30 minutes in each of these popular apps with an average session length of 8.5 minutes. What’s more, the games category is not only the top category for ad impressions, but ads also convert at a higher rate on these apps when compared to every other category.

When it comes to engagement, music, video and media are the leaders as measured by click-through rate, followed by travel and lifestyle. Additional data reveals that even though the volume of impressions on mobile apps and the mobile Web are comparable, apps typically generate more than twice the engagement and 13.5x the revenue.

It is also important to note that the data found SDK technology to be key for targeting. Because of this, Opera suggests that advertisers who work with a mobile ad platform (opposed to directly with a media company) should be assured of SDK penetration if they want to increase the likelihood of reaching highly targeted audiences.

"We hope this new report will serve the needs of brands, agencies and publishers alike, and be something that they look forward to every quarter because it will contain invaluable insights and category best practices that can be applied to their business," said Will Kassoy, CEO of Opera Mediaworks. "To produce it, we listened deeply to our clients and identified the most important information gaps in the market today. We then tapped into the massive data sets and the decades of mobile expertise within our organization to provide the most important emerging trends that have real implications for mobile marketers today."

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