The ultimate showdown between iOS and Android may ultimately be one of how many devices each vendor can sell, but for others in the mobile industry, it’s about how well each platform performs for their own purposes. The Israel-based mobile ad company Inneractive has released some illuminating data on how iOS and Android compare in mobile advertising, a performance metric essential for mobile publishers and developers.
As you can see below, based on data from Inneractive’s own network, the Android comes out on top for the average “global fill rate”, although that doesn’t necessarily speak to how many ads on the platform are actually paid (that number is not given in the inforaphic).
Meanwhile, iOS comes out on top in the two metrics that might count more in terms of what a publisher is making in terms of advertising. On average, an ad running on the iOS platform is generating eCPMs of $1.70, 40 cents more than Android. Equally, ads on the iOS platform appear to be more “sticky” in that they are driving more people to click-through: CTRs are 2.3 percent versus 1.1 percent. (Neither number appears particularly high, although these are actually quite standard numbers for mobile advertising.
What’s interesting is that Android and iOS appear to be fairly matched in terms of audience reach. If anything, although Android appears to have a later peak than Apple (NSDQ: AAPL), the app seems to have a longer staying power in terms of audience engagement. That points to brands potentially running different kinds of campaigns on the platforms, with Android favoring longer campaigns and iOS appearing more suited to one-off shots.
When comparing performance in specific countries, sometimes the differences between the two platforms become quite stark. Apple’s iOS clearly outperforms Android in the key market of the U.S., for example; whereas in the UK, the high eCPM cost for iOS seems to almost contradict the fact that iOS has a significantly lower CTR than Android in the country: 0.86 percent compared to Android’s 1.11 percent.
The full picture, below: