MUMBAI: Apple’s most renowned smartphone series, the iPhone leads the smartphone OS pack with an average eCPM (effective cost per thousand impressions) of USD 2.85, according to the first edition of Opera's State of Mobile Advertising report.

Based on insights from the second quarter of 2012, the report states that iOS leads the pack among smartphone operating systems when it comes to monetization. It is closely followed by Android with USD 2.10, while Symbian and Windows fall much further down the list.

Devices with better features that allow more interaction between the advertisement and the device’s functionality have better monetization potential. The report states that while Windows phones have the most number of features of Android and iOS devices, low user adoption has harmed their potential. iPad on the other hand, ranks high when it comes to user adoption, particularly in groups that are highly desirable to advertisers.

Advertiser insights depict that the demand for tablet ad executions are already up 140 per cent from 2011, and tablets are poised to be an even more important part of the advertiser’s strategy in the next six months.

Statistics suggest that rich media drives better customer engagement and advertisements that leverage the capabilities of more sophisticated mobile devices, driving CTR (click-through rates). According to the study, 66 per cent of users who click on a video complete the interaction with an average dwell time of 52 seconds.

United States and Canada lead globally with 73 per cent ad requests. India ranks eighth amongst the top 20 countries behind UK, Indonesia, Japan, Italy and Mexico. The eCPM is also the highest in the North American region ($1.98), followed closely by the European Union ($1.94), while the global average stands at ($1.90).

The report further suggests that using just one ad network is not sufficient. With performance varying significantly over very short periods of time, publishers and advertisers will need to use a strategic mix of networks to maximize profit and reach.

The report was based on insights from the second quarter of 2012 regarding monetization of mobile advertising from the perspective of devices, publishers, ad networks and advertisers.