On Friday, Opera Mediaworks published its Q3 State of Mobile Advertising report, sharing insights based on data from its expansive platform.
This quarter’s special focus is around the Sports category and how segmentation within the category produces the kind of granularity that advertisers can benefit from.
According to details shared with MMW, there was no summer slump for mobile advertising this year.
“Typically the company sees a slight dip in mobile ad impressions on its platform during the summer months, but this year there was still an upward swing, attributed to growth from international markets,” Opera Mediaworks reports.
All told, iOS captured 44% of impressions and 50% of revenue. Apple’s operating system dominates, but the lead is mainly due to the success of the iPad. Removing tablets, iPhone (31%) and Android (30.3%) are closely tied for volume of impressions.
Tablet market share has doubled in one year. Together, the iPad and Android tablets make up nearly 10% of all impressions served.
Baseball, hockey and football fans have different mobile patterns. Fans consuming content specific to these three sports demonstrate variations in device preference and weekly usage patterns. There are also marked differences in the types of advertisers that are seeking the attention and engagement of these three groups. For example, Baseball fans prefer iPhones and see ads for cars, insurance, gadgets and personal finance products.
“This quarter saw many new trends as growth jumped and monetization on mobile categories broadened, among other things,” says Mahi de Silva, CEO of Opera Mediaworks. “As we head into the busiest time of the year for advertisers in Q4, we will see exciting new formats that incorporate video and voice technologies that are slated to run in the last quarter of the year.”
To learn more about the report and its findings, check out the video below that was shared with us by Opera Mediaworks.