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Smaato (a mobile ad optimizer and mobile advertising company) has revealed its latest metrics in to the global, mobile advertising market. There’s quite a bit of data, but probably the most interesting set of stats is the comparison, by Operating System, or Click Through Rate (CTR) worldwide.
The graph above shows Worldwide CTR Index (Click Through rate) by Handset Operating System for February 2010. One of the big surprises is the continuing decline of CTR Index from iPhone and iPodTouch with a rate of 89; it’s the first time Apple devices have dipped below the average Index of 100. In December 2009 the iPhone posted a CTR Index of 119, sliding to 104 in January 2010.
The dip in CTR Index on Apple devices and the consistency of Windows Mobile CTR, means that for the first time in the Smaato metrics, Windows Mobile has edge ahead of its rival. Just as a reference, the index consists of the average CTR of all devices and this number is set to 100.
Symbian OS established itself as the leader since the launch of the Smaato Metrics for December 2009 and Android is keeping its position as the number two operating system in regards to CTR performance in mobile advertising – nothing too surprising there on the Symbian front, but the fact Android is doing so well is interesting, especially as a relative newcomer.
Smaato’s metrics are based upon 35 mobile ad networks and over 4 billion ad requests served in the Smaato Network of more than 3000 registered mobile publishers in February 2010 – so fairly compressive – and if the stats are representative, it could possibly have some influence on how smartphone mobile advertising is addressed going forward.
About The Author
Ben Robinson
Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.
