Mobile ad market in Brazil quadruples in one year
11% monthly growth driven by popularity of social media apps, music, video and media
Opera Mediaworks, a fully-owned subsidiary of Opera Software, today released its first State of Mobile Advertising report for the Brazilian market, noting key mobile advertising data and trends in the region from April and May 2013. The data originates from the company's extensive mobile advertising platform, which consists of AdMarvel, an ad-serving and mediation platform; Mobile Theory, a premium mobile ad network in the United States.; 4th Screen Advertising Ltd., a premium ad network in the United Kingdom; and Opera Mediaworks Performance, a results-driven mobile ad network. The platform serves 60+ billion ad impressions per month, reaching 300 million consumers monthly via 13,000 mobile sites and apps.
Highlights from the report:
Java devices take top share of ad impressions, but Android emerges as the clear leader among smartphone users.
Though mobile devices built on the J2ME platform still dominate in terms of overall traffic, capturing nearly 40% of the market, usage is declining at a fairly rapid rate. Smartphone adoption in Brazil is increasing and it is clear that Android is the top choice (30.3% of impressions vs. iPhone's 12.4%).
The Brazilian mobile ad market has quadrupled in the past year, growing 11% each month.
Over the past year, mobile ad requests have increased an average of 11% month over month. By the end of April 2013, requests originating from Brazil were almost four times (3.72x) the volume of just one year ago.
Music, Video & Media is the highest volume and most lucrative category in mobile.
Globally, this category leads in impression volume (29%) and in total revenue generation (18%), but the lead is far more pronounced in Brazil, representing 44% of impressions and 29% of revenue.
Brazilian consumers display strong affinity for social media, and frequently download social media apps.
Facebook is downloaded the most; two other social media apps are among the top ten most popular apps. Compared to the global average (16%), Brazilian consumers are more likely to visit the Opera Mobile Store, with 30% using the store on a monthly basis.
To read the full report, go to http://business.opera.com/sma.
About Opera Mediaworks
Opera Mediaworks is the world's largest mobile advertising platform, helping to power the global mobile economy. We improve efficiency, through technology, innovation, transparency and trust, to create an open and vibrant marketplace for publishers and advertisers across the globe. Opera Mediaworks includes AdMarvel, an ad-serving and mediation platform; Mobile Theory, a premium mobile ad network in the U.S.; 4th Screen Advertising Ltd., a premium ad network in the United Kingdom; and Mediaworks Performance, a results-driven mobile ad network. Also included are impressions served within Opera mobile properties, including the Opera Mini Smart Page and the Opera Mobile Store. Opera Mediaworks is part of the Opera Group.
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