For the second quarter running Android has maintained the lead for app monetisation, according to new figures from Opera Mediaworks.
In its Q2 2015 State of Mobile Advertising report the company’s figures show that the Android platform captured the most revenue at 47.7% and the most impressions at 63.7% for the second quarter. The figures follow last quarter’s first overtaking of iOS by Android. However the figures showed that again as with the previous quarter iOS maintained the lead for all device platforms for monetisation potential. This was largely driven by the iPad which generated revenue more than 4.4 times its share of impressions.
The report also showed that tablets dominated video advertising too with a much higher traffic and revenue share than on smartphones for both brand and user acquisition campaigns.
The figures showed that social apps and sites were the clear leader in the quarter for both traffic and revenue and accounting for nearly a third (31.5%) of all impressions and 17.7% of revenue. Social networking apps were also the first apps opened by users in the morning. Users turned to entertainment apps last thing at night. Whilst entertainment apps display mostly premium banner ads from top brand advertisers and rich-media campaigns social networking apps tend to stick with simple banner ads.
Sports apps also saw a jump in rankings with the number of total ad impressions served to mobile apps and sites in the sports category rising from eighth position to second, just behind social networking.
The app category shown to have the highest loyalty or most frequent and consistent use however was news and information. Alongside games and music, video and media the category was also in the top five for revenue generated by publishers.