Home Mobile Trends Ad Revenue on Android Surpasses iOS for the First Time

Ad Revenue on Android Surpasses iOS for the First Time


The advertising revenue engine behind Apple’s app ecosystem has dominated Android for a very long time. Unfortunately for Apple, tides are starting to change.

Android is the New eCPM King

According to a report released by Smaato, Android is the new eCPM king with 55% of the global mobile ad revenue generated by publishers. Apple’s iOS trails with 41% and shares continue to erode.

PubMatic reported that Android’s eCPMs skyrocketed by 79% in Q4 with double-digit growth in each of the previous quarters of 2016. Apple iOS app eCMPs continue to seem vulnerable with a modest 5% rise in Q4.

While Android app eCPMs grew steadily in all regions of the world, iOS apps from Americas saw the eCPMs drop by 5%. Europe, Middle East, and Africa are the regions with the biggest growth. Android eCPMs grew by 110% and iOS eCPMs by 70%.

Ad inventory on Android is also caught up with iOS and is on point to surpass iOS inventory volumes somewhere in 2017.

In-App Ad Phenomenon

In-app accounts for a staggering 81% of global mobile ad spend, with a 8% rise compared with the last quarter.

While some mature markets like the US (83%), Germany (94%), Sweden (90%), or France (88%), still leave some room for mobile web, China’s in-app represents 99% of the total mobile ad spend.

The same trend can also bee seen in emerging markets such as Brazil(84%) and India(83%).

This movement towards in-app mobile ads is largely attributed to increasing advertiser recognition that users spend increasingly more time in their apps. The superior user tracking and ad targeting in the in-app environment also plays a key role in this trend towards in-app.

Other Interesting Mobile Trends

  • Men are more likely to own an Android while women prefer iOS. Ads request coming from a female’s smartphone is 1.5 times more likely to come from an iOS device; if the ad comes from a male’s smartphone, the device is 3 times more likely to be an Android.
  • Video advertising is growing into the next big thing. Video advertising grew by 557% in the third quarter of 2016 and continues its meteoric growth while Video eCPMs grew by 62%.
  • Global mobile ad spending shows no sign of slowing down with a 64% growth in the third quarter of 2016. The growth is fueled primarily by the American region (77%).
Denis Madroane App junkie, Android developer, proud Freelancer. Passionate about app development and blogging, updated with the new stuff. Likes to think that he's versed in app re-skinning, content writing and social media.


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