With the emergence of smartphones and tablets offering real web experiences on the go, and apps with focused user engagement the mobile advertising market has exploded in recent years. Apple’s iOS and Google’s Android have become the two dominant platforms for these touchscreen devices and both have their positives and negatives to advertisers trying to reach their audience.
Israeli mobile ad company Inneractive have released some interesting data on how the two platforms stack up in eCPMs, fill-rates, CTR, all with a geographic breakdown. On average iOS appears to command a higher eCPM ($1.7 as opposed to $1.3) and generates a better CTR (2.3% vs 1.1%), but Android offers the higher fill-rate (85% against 78%).
On both platforms, however, the UK commanded notably higher eCPMs than other countries studied. On Android, UK mobile ads were at an average of $1.73 eCPM against the $0.72 for the US, $1.5 for Germany, and $0.47 for Japan. On iOS, UK mobile ads were at an average of $2.86 eCPM against the $1.52 for the US, $1.24 for Germany, and $0.76 for China. Inneractive did not go into any reasoning for UK users being valued so highly by advertisers by comparison to other countries but it is an interesting statistic nonetheless.