Think the iPhone is the best platform for mobile advertising? Think again. According to mobile ad network Mobclix, statistics show that despite the relatively smaller market the iPad is a more lucrative marketing platform than the iPhone. Their studies point out that the eCPM, or effective cost per thousand impressions of iPad apps, is about five times higher than for iPhone apps. It’s a number calculated by dividing an advertiser's total earnings from an ad by the total number of impressions in thousands.
Why is the iPad more profitable? It seems iPad owners just spend more time in apps--three times longer with games for instance, which translates to an extra ten minutes of viewing time. The same study indicates that that the iPad app market is dominated by games, generally comprising 20 percent of consumed apps. And, interestingly, iPad ads with video are 10.7 times more likely to generate clicks. Looks like it’s time for mobile advertisers to think big!
Via MacNN
