Oslo, Norway—Mobile marketers are getting the strongest results from ads placed on Apple Inc.'s iPhone and iPad, based on the effective cost-per-thousand impressions measurement of those ads, according to a study by Internet browser company Opera Software.
According to Opera's "The State of Mobile Advertising, Q2 2012," the iPad is returning an eCPM (a calculation of the ad revenue generated by a banner or campaign) of $3.96. Not far behind in performance are ads placed on the iPhone, with an average eCPM of $2.85. Devices running Google's Android OS have an average eCPM of $2.10.
According to Opera's study, the iPhone and iPad have captured more than 61% of marketers' realized revenue, versus Android's nearly 27%. Opera's report is based on a study during this year's second quarter of mobile ads served for some 9,000 customers, representing more than 35 billion ad impressions per month.