Opera: iOS dominated mobile ads in Q3

Summary:Apple continues to dominate the state of mobile advertising thanks to the iPad, but Android isn't that far behind.

Apple's iOS mobile operating system continues to dominate the mobile advertising market, according to Opera Software's third quarter State of Mobile Advertising report.

Opera analysts found that iOS delivered the highest eCPM, or effective cost per mille (thousand), with an average of $1.64 for the platform overall. If you want to break it down further, the iPad does better on its own with an eCPM of $4.42, while the iPhone does well at $1.48.

RIM followed in second place with $1.06, while Android trailed in third at 88 cents.

But don't count Android out in the slightest -- especially considering Google's mobile OS continues to lead the domestic smartphone market share by more than half.

Certainly, based on Opera's report, Apple does lead the mobile ad space with 46.37 percent of the traffic and 58.40 of the revenue. That's likely because Apple has a big lead in the tablet market still with the iPad, which is obviously its strength in this area.

With Android arguably still relying on smartphones for the time frame of this report, Google's OS claimed a little over a quarter of the traffic with 16.79 percent of the total revenue.

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While we are still in the nascent stages of mobile advertising, these figures are only going to get more important as consumers continue to spend more time with their eyes glued to their mobile devices over their laptops (or anything else).

For reference, Opera stipulated that these findings are based on traffic across all browsers, platforms and respective apps -- not just on Opera browsers.

A full copy of Opera's third quarter report on the state of mobile advertising is available online now. Some of the other topics covered in the study include analysis the top categories for mobile ad revenue as well as a special focus about mobile advertising in the United Kingdom.

Image via Opera Software

Topics: iOS, Browser, Mobile OS, Mobility

About

Rachel King is a staff writer for CBS Interactive based in San Francisco, covering business and enterprise technology for ZDNet, CNET and SmartPlanet. She has previously worked for The Business Insider, FastCompany.com, CNN's San Francisco bureau and the U.S. Department of State. Rachel has also written for MainStreet.com, Irish Americ... Full Bio

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