Opera Mediaworks today released insights about mobile advertising in the last quarter of 2013 that point to yet another growth year for the industry.
The company found that in the three days around Christmas (December 24, 25 and 26), the number of smartphones and tablets, increased by 13% in the United States and 22% in Europe, reflecting strong sales of these devices during the holiday season.
Overall, Opera Mediaworks has seen a significant increase in global ad traffic year over year, and now reaches over 425 million consumers, while serving over 60 billion impressions a month.
Additional findings from Q4 2013:
• Despite Android phone traffic holding nearly 36% share versus Apple iPhone’s 28.7% share, in Q4 2014, iOS devices captured 56% of revenue, up from 50% in Q3
Mobile Operating System Traffic Share
• Social networking sites and apps are the most popular. Traffic volume for social networking services was the highest, at 34.25% of all global traffic. The Music, Video & Media category followed, with 17.7% of traffic; this category took the top spot for revenue generation (20.6%) as consumers continue to use their mobile devices more for streaming music and watching videos. Arts & Entertainment sites and apps captured 18.2% of revenue.
• Mobile ads for movies and entertainment events soared over Christmas. While consumers may have been seeing more ads for products with gift potential in the weeks leading up to the holidays, Entertainment advertisers took over as soon as Christmas week hit. Nearly 1 in 3 ads during the vacation period were for movie, music and entertainment events. Food & Drink followed, with 17% of the ads being for products and services in this category.
“2013 was a tremendous year for mobile advertising. At agencies, mobile campaigns moved from the back burner to the front and rich media ads replaced boring banners. Many publishers found their smartphone and tablet traffic eclipse their desktop internet traffic, and a some even made more money from mobile advertising when compared to desktop,” said Mahi de Silva, CEO, Opera Mediaworks, in a statement. “With a 13% jump in the growth of new devices during Christmas just in the U.S., we expect even more growth in 2014. We anticipate the global media spend on mobile advertising will make up 20% of all digital advertising worldwide in 2014.”
Source: Opera Mediaworks
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