Traditional ads falling away fast on mobile as rich media spots rise
Opera claims rich ads increase engagement time
Covering Q2 2012, the report's findings brand iPhone the top performer when it comes to smartphone monetisation performance, boasting an average eCPM of $2.85.
Android devices aren't too far behind, however, with an average eCPM of $2.10.
The rich get richer
Less popular platforms and less powerful devices generate considerably lower eCPMs, states Opera, as their respective lack of media features and relatively small userbases make them unattractive targets for advertisers.
Opera's report also claims rich media ads are increasingly driving customer engagement, thanks to their ability to leaverage the native functions of mobile devices, such as as sophisticated HTML and camera interfaces.
Photo-taking opportunities generate even higher dwell times an average of 1 minute and 25 seconds.
The performance of these rich media ad units is also drawing the attention of advertisers.
From January 2012 to June 2012, Opera reports the number of HTML5 rich media and video ad executions has increased, while the number of standard and expandable banner executions has begun to fall away fast.