Android extended its lead in mobile ad traffic and grabbed more revenue in the second quarter, but continues to trail Apple's iOS in terms of monetization, according to Opera Media Works.
Google's Android platform took over as the largest smartphone platform in traffic in the fourth quarter and now exceeds Apple's iPhone and iPad impressions. The catch here is that Android is taking share from platforms other than iOS, which accounts for more than 53 percent of mobile revenue. Android accounts for more than 38 percent of mobile ad revenue, up from 33 percent in the first quarter.
Developers follow the money and Opera Media Works' breakdown highlights the challenges for the players vying to be the No. 3 platform. For instance, BlackBerry and Windows combined don't account for 1 percent of mobile ad revenue.
Overall, Opera Media Works' report highlights how monetization and traffic often diverge. Asia is the second highest generator of ad impressions and leap frogged Europe. However, monetization is well behind developed markets.
The World Cup data also points out that divergence. For instance, the U.S. audience produces most of the ad impressions and revenue but isn't interested in the actual matches. Based on the share of ad impressions to football content, Côte d’Ivoire, Ghana, Cameroon and Nigeria had the highest engagement and Japan and Australia appear to be the least interested. Sony and Visa served the most ads during the World Cup.