Mobile Ad Market Quadruples in Brazil, says Opera

The mobile ad market in Brazil is growing by 11 per cent every month, according to data taken from Opera’s mobile advertising platform, with the volume of ad requests increasing by 3.72x from April 2012 to 2013.

Higher-end Java devices still make up the largest share of ad impressions, at 40 per cent, and while Opera says that this is declining, the company has just released the latest version (4.5) of its Mini browser for these handsets. Android is the most popular smartphone OS on the network, with a 30 per cent share, while iOS devices make up 12 per cent of traffic.

Music, video and media ad requests make up the highest volumes and revenues globally, and particularly in Brazil. Across the world, these impression volumes are 29 per cent of the total and generate 18 per cent of revenue. In Brazil, they represent 44 per cent of impressions and 29 per cent of revenue. Facebook is the top app in Brazil, with two more social apps in the top 10.

Opera Mediaworks, a subsidiary of Opera Software, takes its data from the companys ad platform, which includes: AdMarvel, Mobile Theory, 4th Screen and Opera Mediaworks Performance. It serves more than 60bn ad impressions every month, reaching 300m consumers monthly via 13,000 mobile sites and apps.