Thu, 10/25/2012 – 15:02 by A few years ago Opera bought mobile ad mediator AdMarvel. Today the company released its Q3 State of the Mobile Web report, which focuses on advertising. It features some great data about platforms, revenue categories and CPM rates. All the data are drawn from Opera’s global network of publishers and advertisers representing 40 billion ad impressions per month. One of the major findings is that 70% of mobile ad impressions are happening in North America (mostly the US). Asia is next and then Europe. Distribution of ad impressions globally Opera also reported eCPM rates by region. The global average eCPM was $1.31, with the US average slightly higher at $1.37 and Europe lower at $1.13:
- US eCPM — $1.37
- EU5 eCPM — $1.13
- Rest of World — $0.73
Once again, this quarter, iOS leads the pack in monetization performance with an average eCPM of $1.64. This outperforms the global average eCPM of $1.31 by over 25%.The iPhone and iPad in particular saw higher eCPM rates than other devices. Interestingly, despite the much larger number of Android phones, the iPhone generates roughly 2X Android revenue for Opera. The company also pointed out that while RIM/BlackBerry is losing share in global markets its position remains strong in the UK. Opera said that the category “Business, Finance & Investing” generates more ad revenue than any other in its network. It also said that 73% of Opera’s mobile ad revenue is coming from apps (vs. mobile Web).