Report: Apple/iOS continues lead as top mobile advertising platform by impressions & revenue

Opera Mediaworks, the “world’s leading mobile advertising platform”, is out today with its report covering the state of mobile advertising for Q2 2013. Using data from the over 35 billion mobile ad impressions its platform handles each month, Opera Mediaworks gives some insight into Apple’s dominance with iOS and its huge lead over Android when it comes to revenue & impressions from tablets. Apple continued to lead as the top platform in terms of monetization, with 44% of all ad impressions and close to half of total revenue (49.36%). Its lead over Android is largely due to the success of the iPad, however, as removing tablets from the equation puts Android smartphones and the iPhone neck and neck:

However, when comparing mobile phones using iOS and Android the two OS are in a virtual tie for share of ad impressions, with just over 30% each. Late last year, Android inched ahead of iPhone with a slight lead (31% vs. 29%), but iPhone has been inching back and, within one percentage point ever since.

Despite that, the iPhone still grabs the most revenue from those impressions with 36.4% of revenue compared to just 27.8% for Android. The report adds that “while in Q1 Android tablets began appearing in our data set, their market share is still almost imperceptible.”

When it comes to ad impressions by manufacturer, Apple not surprisingly has quite a jump on number two Samsung, with 43.8% of all impressions compared to Samsung’s 17.4%.

That’s just for smartphones, though, as the report has Apple’s share among tablets at 91.2% compared to just 6.1% for Samsung:

Apple is still the top manufacturer of mobile devices, with 43.8% of all impressions served on its devices. Samsung is the strongest contender from the rest of the pack, with a 17.4% share. Among tablets, Apple captures the lion’s share (91.2%) with Samsung following at 6.1%.However, when segmenting the view to focus solely on Android device manufacturers, Samsung emerges as the clear leader, with 58.5% of impressions going to Samsung devices. HTC, Motorola and LG fall far behind, all in the 7-11% range.