U.S. Widens Lead With Average Mobile eCPM of $1.37

  |  October 25, 2012   |  Comments

Seven out of every 10 mobile ad requests served across Opera Software's ad platform during the third quarter originated from the United States and Canada, according to a new report from the Norway-based company.

Seven out of every 10 mobile ad requests served across Opera Software's ad platform during the third quarter originated from the United States and Canada, according to a new report from the Norway-based company. The next most active regions for mobile ad requests, Asia Pacific and Europe, accounted for 14 percent and 10 percent of all mobile ads generated during the quarter.

The report also found a "widening gap" between the average eCPM of the United States, countries in Asia Pacific and Europe, and the rest of the world. The United States pulled ahead in the third quarter. Average eCPMs in the United States hit $1.37, surpassing the global average of $1.31, the European average of $1.13 and the rest of the world at $0.73 during the quarter, Opera reported.

Apple's iOS platform once again commanded the lion's share of mobile ad revenue and traffic during the quarter. Overall, iOS devices accounted for 46.37 percent of traffic, 58.4 percent of ad revenue and a leading average eCPM of $1.64.

The iPad did particularly well in quarter, capturing barely more than 5 percent of all traffic but generating nearly 17.2 percent of revenue with an average eCPM of $4.42. iPhones hit an average eCPM of $1.48 by generating 30.4 percent of all traffic and 34.4 percent of revenue. The iPod Touch was the laggard in Apple's lineup, generating 10.8 percent of traffic, 6.8 percent of revenue and an average eCPM of $0.82.

Google's Android devices continued to underperform against their iOS counterparts, but still captured nearly 25.7 percent of traffic. Android's overall percentage of revenue was lower than the iPad alone, hitting just under 16.8 percent. And the average eCPM of Android devices was just $0.88.

Even the long struggling BlackBerry-maker Research In Motion performed better, with an average eCPM of $1.06, 4.4 percent of traffic and 4.15 percent of revenue.

Opera concluded that mobile apps drove 73 percent of all ad revenue during the quarter. "The over performance of mobile web is attributed to the relative scarcity of impressions, which results in a higher eCPM for publishers," the company noted in its quarterly State of Mobile Advertising report.

Sports became the top category in the quarter in terms of generating mobile ad revenue, followed by music, video and media. The two categories combined for 30 percent of overall revenue.

Opera also highlighted the gap between impressions and revenue, with some categories clearly gaining more value from impressions than others.

Social media drove the largest percentage of impressions at 22 percent, but only generated about 7 percent of total revenue. Meanwhile, business and financial services captured barely 1 percent of impressions, but generated nearly 10 percent of revenue during the quarter.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!


Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!




Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.


    • Copywriting & SEO Specialist
      Copywriting & SEO Specialist (HeBS Digital) - NEW YORKJOB DESCRIPTION     JOB TITLE:         ...
    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...