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The mobile advertising market, as we heard earlier today, will be worth $14 billion in 2014, and it looks like Android is getting ever closer to dominating it. In Q4, Android-based smartphones, for the first time, surpassed the iPhone in terms of mobile ad impressions on the Opera Mediawords ad network, with a 36% share compared to 28.7% for the iPhone. With 60 billion impressions monthly, covering 425 million users and 14,000 sites and apps, it's one barometer of how well platforms are doing respective to each other.
But iOS is still winning out when it comes to revenue and overall impressions when you factor in tablets. Apple's platform took nearly 56% of revenue across both smartphones and tablets in the three months, compared to Android's 32%. If you break out phones alone, the margin narrows to 40% iPhone and 30% Android phones.
The other platforms continue to lag behind significantly, with BlackBerry, Windows Phone and Symbian all below 5% in terms of traffic and revenue:
The disparity between revenues and impressions continues also in the kind of content being consumed on mobile networks. While social sites are by far the biggest traffic driver at 34.25% of all impressions, when it comes to revenues, music, video and media are proving more monetizeable, with 20.6% of all revenues. That shows that in the ongoing seesaw of premium versus user-generated content, premium will continue to win out in terms of commanding higher revenues. (It also points to one reason why sites like Facebook and Twitter want to figure out ways of becoming the go-to places for consuming this kind of content.)
photo: Flickr
more to come.
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