Smaato's metrics are based upon 36 mobile ad networks and over 4 billion ad requests served in the Smaato Network of more than 3,300 registered mobile publishers in March 2010.
Worldwide CTR Index (Click Through Rate) by Handset Operating System
The performance of different operating systems in March shows Symbian's lead decrease slightly, as Feature Phone handsets and Windows Phone make significant increases. The CTR Index (Click Through Rate) differs from 35 (Blackberry) to 156 (Symbian), compared to February where the spread was between 51 (Blackberry) and 147 (Symbian).
Android has suffered the most in the latest metrics, with a drop of almost 50% as its global CTR Index fell from 110 in February, to 58 in March. This has been the second consecutive month that Android has dropped. Feature Phone handsets have been building momentum since the first Smaato Metrics Report in December. Each month it has made consistent gains on the competition in the CTR Index, from 84 in December, to 91 in January, to 107 in February and now at 123 in March.
The Index consists of the average CTR of all devices and this number is set to 100.
Symbian's lead has shortened in the CTR Index table and remains the OS to beat with regards to CTR performance in mobile advertising. Feature Phones have been making steady ground, where as Apple remains consistent across February and March (89).
Symbian is continuously the best performing OS regarding the CTR worldwide. After strong performances in January and February, Android lost its second position in March.
Fill Rate Worldwide
Smaato's metrics demonstrates the performance of mobile ad networks globally and the fill rate is measured as the percentage of ads delivered per ad request and varies by different factors, like country, device and content type.
The fill rates of the global top 10 ad networks, increased from February to March. The best performing mobile ad network in the Smaato worldwide Index had a fill rate of 93% in March 2010, which is up 21% points compared to February. Despite the increases across the board, the average for worldwide ad network fill rate performance remains steady at 28% (from 29% in the previous month), with six of the top 10 ad networks performing above this average. This data helps to prove that an ad network aggregation system can help partners achieve the best possible return and the highest possible fill rate, across the globe.
Fill Rate USA
The average fill rate of mobile ad networks in the USA rose to 41% in March, recovering from February's average of 35%. Five of the top eight ad networks performed above the average and the US average fill rate, remains significantly higher than the global fill rate of 28%. In line with the global fill rates, the top US ad networks experience significant increases from February, with the strongest network rising from 78% up to 94% fill rate.
Spotlight on South-East Asia
The performance of the different handset operating systems compiled for Singapore, Malaysia, Indonesia and the Philippines gives an interesting insight into the variances in handset usage and how they compare on a global basis.
Where Android has dropped in the global CTR Index this month and in February was in third place in South East Asia, this month it has stormed into the top spot. As the volume of Android devices is still too small to compare, the chart shows Android phones outside the ranking. Rather than dramatically increasing its CTR however, it seems that other leading handset OS have dropped. Apple iPhone and iPodTouch has more than halved its CTR Index from February, falling from 164 to 71 in March. Symbian also suffered a drop in the CTR Index, from 127 in February to 109 in March.
Feature Phones repeated its gains on a global scale in South East Asia, jumping from a CTR Index of 85 to 116 and second place behind Android. Feature Phones are the only handset OS to make consistent gains across the globe in the last four month.
Fill Rate South-East Asia (Singapore, Malaysia, Indonesia, Philippines)
This is the second time Smaato has compiled the fill rates and revealed the CTR Index in the South-East Asian countries such as Singapore, Malaysia, Indonesia and Philippines.
The fill rates shows a fairly even spread between the top five ad networks, with only 10 percentage points separating AN1 (49%) and AN5 (39%). This shows that South East Asia is still a very competitive market in terms of fill rates between ad networks.
South-East Asia's average fill rate of 36% and although it can't match the fill rate of the US, it's still considerably higher than the worldwide average of 28%.
The strong continued growth of mobile inventory in the South-East Asia region and the close by giants of India and China is attracting more advertisers and brands.
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