Some apps are reaching TV-sized audiences and games yield best results for impressions


Opera Mediaworks, the mobile ad and marketing platform, has published a new report on the state of mobile advertising to help marketers make better strategic decisions when it comes to their mobile campaigns. The Mobile First Insights quarterly report is based on data from hundreds of global ad campaigns and billions of impressions across the Opera Mediaworks platform.

According to the data, mobile phone users now spend an average 30 minutes per day using the top 100 apps on the Opera platform with an average session length being 8.5min. Gaming and Entertainment app categories performed particularly well, with data indicating that such apps can reach TV-sized audiences. Some apps such as Shazam and Ibotta even have the power to surpass the reach of popular TV shows such as The Walking Dead or Survivor.

Some apps surpass TV show audiences in reach



The primary app categories to drive impressions across Opera Mediaworks were Games, with adverts also converting at a higher rate than on other apps. News and Social Networking apps also ranked high.

Games are the most popular app category for impressions



Advertisements running within the Entertainment category saw the greatest results for engagement. Conversion rates were highest for Lifestyle and Gaming apps. Opera Mediaworks also found that whilst the number of impressions served on mobile apps vs. mobile web were comparable, Click-Through Rates (CTR) were twice as higher for mobile apps and revenue generated from app advertising is 13.5x higher than in mobile web.

App advertising better for CTR and revenue than mobile web



Technology is a key aspect in the success of a mobile campaign. Premium tier SDKs are making all the difference when it comes to running truly optimised campaigns, but also targeting the best possible audiences. Indeed, the report highlights that a variety of targeting options which include GPS, verticals, device type, device OS, contextual data and user demographics are making all the difference.

Will Kassoy, CEO, Opera Mediaworks, says:

will kassoy

“We hope this new report will serve the needs of brands, agencies and publishers alike, and be something that they look forward to every quarter because it will contain invaluable insights and category best practices that can be applied to their business. To produce it, we listened deeply to our clients and identified the most important information gaps in the market today. We then tapped into the massive data sets and the decades of mobile expertise within our organization to provide the most important emerging trends that have real implications for mobile marketers today.”