I just checked some of my previous articles and realised I hadn’t covered the mobile advertising and ad network fill rate report from Smaato. They release the report on a monthly basis and it’s a useful indicator to see the flow of subscribers and ad revenues.
A few interesting tit-bits from their June coverage:
Click-through rates (CTR) while on a downward curve have been the highest on the Symbian and feature phone platform.
Chart 1: Smaato Index – Operating System CTR (Click Through Rates) worldwide, June 2010
The interesting development has been in the US where the Android platform which has jumped to second place in June with a CTR Index of 192 (118 in May). Feature phones are in fourth place with a CTR index of 80 while Apple iOS drops down to fifth place with a CTR Index of 73.
A brief cut of the monthly comparison on a world-wide basis:
Chart 2: Smaato Index – Operating System CTR (Click Through Rates) worldwide, first half of 2010
However, in all honesty, the Android drop from Jan to March made me feel like there was a data entry error here. I’ll be eagerly waiting for the July report.
Another interesting parameter was the fill rates of the global top 10 ad networks. While the average is around 22%, in June only four ad networks were above the average. In fact, the top performing ad network lost 40% from May to June. On the positive side, in South Africa, thanks to the world cup the best performing ad network had a fill rate of 92%. Another quirk of the South African market during the world cup period was the CTR rates – the highest was on the feature phone platform followed by the iPhone. Symbian was a close third with Android lagging behind in fifth place.
I wouldn’t want to read that as people with iPhones are more fanatical about football than people with the Android platform! But I do think it’s an interesting aberration.
And finally here’s the CTR chart for Europe. The Blackberry performance is dismal!!
Chart 3: Smaato Index – Operating System CTR (Click Through Rates) Europe: UK, Germany, France, Italy Spain, June 2010
Not only was it in the fifth place but it is also the only platform which dropped from May to June.
