Opera Software is the leading advertising platform for mobile devices. Its network covers 9,000 customers worldwide, and with more than 35 billion ad impressions per month they are expected to drive more than $400 million revenue to mobile publishers in 2012.
Opera has recently published a report on advertising revenue for Q2 of 2012, called “State of Mobile Advertising“, where they unveil data on things such as mobile companies’ ad revenue, advertising trends or client typology.
So, according to this report, Apple is the leading company in ad revenue so far. And, inside Apple, iPhone is the main device in monetization figures, with an average effective cost per thousand impressions of $2.85.
eCPM (effective cost per thousand impressions) is calculated by dividing total earnings by total number of impressions in thousands. So, taking this into account, Opera has estimated that Apple drove 61% of the mobile ad revenue in Q2 of 2012 between iPhone and iPad.
Although iPad’s eCPM is more expensive than iPhone’s, the latter’s percentage of revenue is still on top of the race, ahead of Android, with 26.56% of revenue, and miles ahead of other platforms, such as RIM OS, Symbian or Windows Phone.