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Android accounted for 60% of total mobile ad revenues in India in Q2 2014 for Opera Mediaworks

Mobile advertisement impression volume has grown 260% from July 2013 in India, according to the State of Mobile Advertising report released by Opera Mediaworks. The report is based on aggregated information obtained from the Opera Mobile Ad Platform and Opera Mobile Ad Exchange servers, and hence not a census of the overall mobile advertising market, but can be indicative. The report says that this growth has been fueled by a country-wide shift from feature phones to smart devices, with the Android platform leading the way. The report also claims that currently Android holds a 41.7% market share in India, while Symbian and iOS have 2.7% and 0.4% market shares respectively. Ad impressions vs. Revenue generated Android also served the most number of ad impressions and generated maximum revenue among the various mobile platforms, though in terms of number of unique devices present in India Android was behind feature phones. Android accounted for over 80% of total ad impressions and generated 60% of total revenues. Though iOS accounted for just 0.5% of total ad impressions, it generated 2% of total revenues. Banner ads vs Rich-media creative Banner ads and other simpler forms of ads dominate the Indian market, with a 96.8% share, while rich-media creative account for a paltry 3.2% mobile ads. However, rich-media accounts for over 26% of the total revenue, while banner ads account for the remaining 74%. Content preference Indian Android users prefer Arts and Entertainment content over News and Information, which opposite of what audiences prefer globally.…

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