Mobile ad platform Opera Mediaworks has released its State of Mobile Advertising report for Q4 2014, which saw Android capture the majority of mobile ad traffic in the quarter, at 63 percent, compared to 27 percent for iOS. However, iOS retained its lead in revenue generation, with a 51 percent share of mobile ad revenue for Q4, compared to 41 percent for Android.
The report attributes Apple’s continued dominance to the strength of the platform in western markets, such as the United States, Germany and the United Kingdom. In these markets, rich media and video advertising are more common, and translate into higher monetization levels on iOS.
The United States continues to lead the worldwide mobile ad economy, with nearly 44 percent of advertising impressions. However, other markets are beginning to catch up, with Asian Pacific countries now accounting for 26 percent of impressions, and Europe coming in third at 12.5 percent. This is a decrease year-over-year, from Europe’s 15 percent share in 2013.
According to the report, three major categories of mobile sites and apps lead the pack for traffic volume and generated revenue: Social Networking, Games and Music, Video & Media. Games were particularly successful in 2014, representing nearly 14 percent of ad impression volume in Q4, compared to just over five percent last year.
In addition, Games accounted for 23.61 percent of revenue generation in the quarter, up from just three percent last year. Music, Video & Media apps were very slightly ahead of games, at 23.83 percent, while Social Networking apps accounted for 17 percent of revenue in Q4.
The full State of Mobile Advertising Report is available here.