In-app ads are more than 13 times as valuable as mobile web ads, according to an Opera Mediaworks study.
While the two produce a comparable volume of impressions, apps produce more than double the CTR of web and 13.5 times as much revenue.
Based on the top 100 US apps on Mediaworks' platform, gaming is the top category by volume, accounting for more than a quarter of impressions (as seen on the graph above) but when it comes to conversions, lifestyle apps take the top spot. In terms of engagement, meanwhile, CTR is highest in music, video and media apps, with games lagging behind in fourth place.
Users spend an average of 30.6 minutes in these apps each day, in three to four sessions of 8.5 minutes at a time.