2012 - Opera - The State of Mobile Advertising

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1、TheStateofMobileAdvertisingQ22012ExecutivesummaryInourrsteditionoftheStateofMobileAdvertisingreport,wetakeanin-depthlookatthemonetizationofmobileadvertisingfromfourperspectiveswithintheaddeliveryvaluechain:Devices,Publishers,AdNetworksandAdvertisers.Thisreportisbasedoninsightsfromthesecondquarter

2、of2012andsummarizesourexperiencegainedastheworldsleadingmobileadplatformservingmorethan9,000globalcustomers,withmorethan35billionadimpressionspermonthanddrivingover$240million(US)ofrevenuetomobilepublishersin2011.iPhoneisthetopsmartphonedeviceinmonetizationperformanceWindowsPhoneSymbianRIMJ2ME/oth

3、ersAndroidTheiPhoneeCPM=eCPM=eCPM=eCPM=eCPM=eCPM=$0.20(US)$0.59(US)$0.64(US)$1.01(US)$2.10(US)$2.85(US)TheiPhoneleadsthesmartphoneOSpackwithanaverageeCPMof$2.85.ThoughitiscloselyfollowedbyAndroiddevices(at$2.10),therestofthemobilephoneeldissignicantlybehind.Thisindicatesthatdeviceswithbetterusab

4、ility(i.e.,largerscreensize,touchscreen)andthosewithfeaturesthatallowmoreinteractionbetweentheadvertisementandthedevicesfunctionality(e.g.,clicktocall,expand,playvideo)havebettermonetizationpotentialthanlesscapableandlessuser-friendlydevices.Forexample,HTML5Canvas,themobile-friendlybrowserfeaturet

5、hatspecialistdevelopersusetobuildstunninganimationsandfull-screen©Copyright2012,OperaSoftwareASA.Allrightsreserved.1TheStateofMobileAdvertisingOSShare%oftrafc%ofrevenueeCPMiOS46.53%61.41%$2.49-iPhone29.88%43.54%$2.85-iPad6.86%14.26%$3.96Android24.43%26.56%$2.10J2ME/Other21.27%9.86%$1.01RIMOS6.32%

6、1.79%$0.64Symbian1.37%0.37%$0.59WindowsPhone0.08%0.01%$0.20rich-mediaoverlays,reliesoniOSSafari3.2andAndroid2.1orabovetorun.Wealsoseetheimportanceofdevicemarketshareinencouragingadvertiserstotargetparticulardevices.WindowsphoneshavemostifnotalloftheadvancedfeaturesofAndroidandiPhones,butlowlevelso

7、fuseradoptionstieitsperformance.FurtherillustratingthispointisthehigheCPMachievedbyiPad.DeliveringanaverageeCPMof$3.96acrosstheOperamobileadplatform,iPadepitomizestheuser-friendlydevicewithlarge,touchscreeninter