Opera Mediaworks recently published its 2015 Q2 State of Mobile Advertising report. We’ve since dissected it to bring you 4 takeaways to inform your mobile strategy as you create your own mobile website or app.
1. Social is (still) king.
Not surprisingly, social media apps continue to lead in both traffic and revenue. The Q2 report also found the “social networking” category to be the first “app of the day,” accessed most frequently in the morning. The “entertainment” category was found to be the last “app of the day.” Only four categories competed for either the first or last app positions: Social Media, Entertainment, Games, and News & Information. The “News & Information” category was found to have the highest loyalty rating as the most consistent first and last app of the day with the smallest relative change in audience size.
Takeaway: When building your own mobile site or app, social integration is a must. Not only are mobile users accessing social media firstly and frequently, social continues to capture more than 30% of ad impressions and 17% of revenue. Make sure social is a part of your own mobile strategy, and use it to encourage customer loyalty and create a better user experience.
2. Android leads in traffic and revenue; iOS leads monetization.
After taking the first spot for revenue generation across all platforms in Q1, Android continues its lead over iOS with a gap of less than 1%. Android also leads in traffic, as measured by impressions. However, iOS still leads monetization potential. More specifically, the iPad “generates the highest revenue per impression of any device and platform combination; its share of revenue is 4.41X that of its share of impressions,” according to the report.
Takeaway: Your mobile site or app should be available anywhere, anytime, on any device to yield the highest ROI. With Android’s consistent improvements, but the remaining competition from iOS, your mobile website or app should be compatible across operating systems.
3. Mobile video is cause for iOS revenue efficiency.
Even with nearly 3X the amount of traffic, Android holds only a minor edge in revenue generation over iOS (less than 1%). These numbers indicate healthier monetization of impressions on iOS, which the report attributes to mobile video:
“Video advertising across both brand and user-acquisition campaigns has far more traffic and revenue generated by tablets, but there is much less variance in monetization potential. That is, the ratio between impressions and revenue is much closer to 1:1 than is the general case. This points to the high monetization potential for video across larger screen sizes, as well as its effectiveness in high-value, user-acquisition campaigns.”
Takeaway: Add video! With your mobile app built by Advice Mobile, you can increase monetization with the ability to upload videos from any device and even sync with Instagram to import your feed.
4. Mobile app traffic still rules.
While the US remains the mobile ad market leader in both traffic and revenue, Africa and the Middle East are consistently increasing their market share.
One thing remains clear: mobile apps still dominate, according to the report.
“Since our first State of Mobile Advertising report, the majority of our traffic has been generated by the use of mobile apps. And, over time, mobile app traffic has consistently driven the majority of both ad traffic and overall revenue.
One important trend to note is that the mobile Internet has spread worldwide, and our traffic has internationalized, thus increasing the volume of mobile Web interactions. Despite that, mobile apps are still responsible for the majority share of traffic and revenue generation.”
Takeaway: As VentureBeat notes, the real question here is whether the US is behind in terms of mobile web vs. app traffic in comparison to other mature markets. For example, Europe, a mature market, continues to see more mobile web over app traffic.
Regardless, a mobile presence is necessary, especially as the market continues to evolve over the next few years. Depending on your business, your immediate need should become clear while determining your mobile marketing strategy.