Smaato (http://metrics.smaato.com), a mobile ad optimizer and mobile advertising company has revealed its latest metrics to the global, mobile advertising market. It says Apple devices have dipped below the average Index of 100 and Windows Mobile has edge ahead of its rival for the first time — though not universally.
The February metrics of Smaato show the worldwide CTR Index (click through rate) by operating system, the fill rates of mobile ad networks worldwide and for the USA as well as the worldwide ad network response time. With these Metrics Smaato has unveiled for the first time the CTR Index by operating system and the fill rates for South-East Asia.
Smaato’s metrics are based upon 35 mobile ad networks and over four billion ad requests served in the Smaato network of more than 3000 registered mobile publishers in February. The metrics show two strong performing networks with 90% and 87% fill rates. The average fill rate (32%) is considerably higher compared to that of India’s (8%), revealed in January, demonstrating large differences across the Asian market and the value to developers of optimization and aggregation services.
The iPhone and iPod touch dominates the region with a CTR Index of 164 followed by Symbian (127) and Android (124), while Windows Mobile is bottom of the table with 56. The CTR Index shows a smaller gap between different platforms than in January. Smaato Metrics show average worldwide ad network fill rates remains constant at 29% like in January 2010.