It’s time for Opera’s State of Mobile Advertising report for Q1 2013, and it looks like the iPhone is back on top when it comes to generating traffic to mobile ads, regaining its throne from Android. iOS also is king of the hill when it comes to monetization among the mobile platforms.
Opera draws its data from its mobile advertising platform business, which consists of AdMarvel, Mobile Theory, 4th Screen Advertising and Opera Mediaworks Performance. The platform serves 50+ billion ad impressions per month via 12,000 mobile sites and apps.
Mobile ad campaigns running on Apple devices account for nearly half of all revenue (49.23%) delivered to mobile publishers.
Opera’s data also shows the iPhone edging out Android handsets in ad impression volume in Q1. (iOS temporarily lost the crown in the last quarter of 2012.) When ad impressions and clicks on the iPad and iPod touch are included, iOS has a clear lead over Android, with 44.53% of the ad traffic and 49.23% of the revenue vs 31.26% of the ad traffic and 26.72% of the revenue.