Tag: mobile advertising

The income from advertisements is now higher on Google’s operating system than on Apple’s.

Until now, Apple has always worn the crown when it came to mobile ad revenues, but according to recent data that was released in a report by Opera Mediaworks, it looks as though the top spot has now been snatched up by Android.

The mobile marketing trends during the last quarter saw a considerable reversal and a defining result.

In the report, Opera Mediaworks underscored the point that even though Android took over Apple’s top spot in terms of its mobile ad revenues and impressions in the first quarter of this year, but the same thing happened in 2014 and iOS came back to reclaim its throne and hold onto it for three straight quarters. The margin by which Apple did manage to take back the lead, though, was very slight during that time.

It is important to note that the figures for mobile ad revenues used by Opera are based on its own advertising platform.

Opera’s mobile advertising platform data was used in order to generate its figures, which means that while the ad revenue information may be true there, this may not necessarily be the case everywhere else. That said, it does provide some useful insight into the trends that are occurring and that may not be exclusive to that one platform.

In the Q1 2015 report from the company explained that “For the first time since we started The State of Mobile Advertising report in 2012, Android is leading revenue generation across our platform, albeit by only a fraction of a percentage point.”

The figures from the report indicated that in this year’s first quarter, Android’s share of the mobile add traffic, worldwide, was 65.17 percent. That said, when it came to the actual ad revenue, it had a 45.77 percent share of the global market. The share held by iOS was only fractionally smaller than Android, at 45.44 percent.

In terms of the mobile ad traffic share from other platforms, BlackBery had a 1.87 percent global share, Symbian’s share was 3.99 percent, and Windows Phone clutched onto a tiny 0.16 percent. For mobile ad revenues, they had 1.96 percent, 1.27 percent, and 0.09 percent, respectively.

The acquisition has now been officially announced, saying that one shareholder will make it “faster”.

O2 has now released an official confirmation of its acquisition of the Weve mobile marketing venture that it had previously shared jointly with two other primary participants: Vodafone and EE.

The upcoming buyout of O2 is believed to have put somewhat of a rush on this acquisition.

O2 is preparing to be bought out by Hutchison Whampoa, and in this acquisition, it will be taking on the rest of the Weve deal, allowing Vodafone and EE to step out of the previous partnership. Weve will soon be proceeding forward exclusively as a subsidiary of O2. The mobile operator is going to keep up its ability for leveraging its customer data in order to provide the legs for the platform. Moreover, it will be adding another 20 million opt-ins for the platform, which will be gleaned from the 6 million Priority customers and 14 million O2 WiFi customers.

This will make it possible for the platform to be able to provide highly targeted mobile marketing.

The initial launch of Weve as a mobile advertising and wallet joint venture among the three giants occurred near the end of 2014. At that time, it was already boasting a massive customer database of a combined 20 million people. That was built upon the databases of all three of the partners in the project. Together, the three held a share of 80 percent market share. It wasn’t long before the mobile wallet component of the business was dropped and they proceeded with the marketing element.

According to Weve, this latest move represents a “strategic re-evaluation” of itself, and as the three partners break away and it continues under O2, it will provide the company with the flexibility that it requires to move ahead at a pace that reflects the current market.

Digital director of O2, David Plumb, explained that Weve has been successful through its focus on mobile advertising. Since 2014, it has witnessed a year over year growth of an estimated 45 percent. He added that there is still a great deal more room for growth, as “The UK mobile digital advertising market is big, growing by almost 100 per cent year on year to £850m in 2014.”