METRICS AUGUST 2010 HIGHLIGHTS:
- Average Mobile Ad Network fill rate increased to 21% world wide and recovered from summer-low
- iPhone gains on Click-Through-Rate Performance Index
Android has dropped across the globe, as it slips further down in the performance Index. Smaato serves over 16 billion ad requests in its network of more than 7,000 registered mobile publishers and over 50 mobile ad networks.
Worldwide CTR Index (Click Through Rate) by Handset Operating System
The worldwide CTR Index by Operating System shows a similar picture to previous months: Symbian and Feature Phones have continued to perform well in terms of CTR across the world and highest performing operating systems, with minimal change. Symbian achieved a CTR Index of 130 (145 in July) and Feature Phones reached 120 (118 in July).
Chart 1: Smaato Index – Operating System CTR (Click Through Rates) worldwide, August 2010
Android drops further down the performance rankings as Blackberry leapfrogs it, rising from 31 in July to 57 in August. Apple changed place with Windows Phone, performing close above the average with a CTR Index of 101, as Windows Phone suffered the largest drop in August, falling by almost half from 98 in July to 58.
The Index consists of the average CTR of all devices and this number is set to 100.
Monthly Comparison: CTR Performance Worldwide
Symbian remains the leading OS in terms of click through rates worldwide as well as Feature Phones remains second best. The biggest decrease can be seen with Windows Phone. August was RIM's strongest month since Smaato began publishing its metrics.
Chart 2: Smaato Index – Operating System CTR (Click Through Rates) worldwide, January-August 2010
Fill Rate Worldwide
The Smaato Metrics demonstrate 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 factors, like country, device and content type.
The ad networks are not named in the monthly Smaato metrics, but are revealed in the dashboard of registered Smaato publishers reporting and analytics tools available here.
Chart 3: Smaato Index – Fill Rate of Mobile Ad Networks (worldwide), August 2010
Chart 4: Smaato Index – Fill Rate of Mobile Ad Networks (worldwide), January - August 2010
The average fill rate of the global top 10 ad networks increased to 21% recovering after the enormous drop in July's metrics. Most of the top ad networks achieved small increases in their performance. Five ad networks performed above the average in August, compared to six in July.
These monthly fluctuations help 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.
Click Through Rates: USA vs. Europe
The different operating systems show big changes in their CTR performance. Symbian remains the leading OS, but dropped from 235 to 183. Windows Phone dropped by nearly half from 153 in July to an Index of only 80 in August. Feature Phones (122 in August up from 82 in July) and Blackberry (August: 80, July: 42) both increased Index numbers, whereas Apple remained almost constant and Android dropped by about 40% (August: 60, July 103).
Chart 5: Smaato Index – Operating System CTR (Click Through Rates) USA, August 2010
Interestingly in Europe Windows Phone and Android dropped in terms of CTR performance, but while Windows remains the second best OS (with 142, compared to 170 in July) Android drops to last place. The performance of the other operating systems varies, but not that much than in the months before and the other regions, but it's interesting to note that Apple moves to within one Index point of overtaking Windows Phone.
Chart 6: Smaato Index – Operating System CTR (Click Through Rates) Europe: UK, Germany, France, Italy Spain, August 2010
Fill Rates: USA vs Europe
Chart 7: Smaato Index – Fill Rate of Mobile Ad Networks (USA), August 2010
Chart 8: Smaato Index – Fill Rate of Mobile Ad Networks Europe: UK, Germany, France, Italy Spain, August 2010
Reflecting worldwide performance, the average fill rates also increased in both territories from July to August: In the US the average fill rate recovered by 10 percentage points (from 19% to 29%); in Europe the fill rate increased from 27% to 30%.
The best-performing ad network in the US gained 24 percentage points to achieve a fill rate of 67% in August. The gap to the second best performing ad network increased from July to 23 percentage points.
In Europe the first two ad networks performed nearly identical with 52% and 51% fill rate. In total five ad networks performed above the average this month.
Ad Network Response Time worldwide
Smaato takes its regular look at the response time of the top-performing ad networks in the Metrics for August 2010, finding that the top 15 ad networks show a broad spectrum of performance.
Chart 9: Smaato Index – Response Time for Mobile Ad Networks (worldwide), August 2010
The fastest response time in August was measured at tremendous 20 milliseconds, from 32 milliseconds in July. Also the second quickest ad network has a great response time of only 23 milliseconds.
Publishers should consider response times when adding several ad networks within a page load and therefore an allotted time to fill the ad space reserved.
This is a significant consideration for mobile publishers as for them; the best user-experience comes with the quickest loading time of a mobile web site or for in-app advertising. If an ad is requested from a mobile ad network and no ad is available, then a faster response time allows for this request to be sent to one or more ad networks for a chance to get an ad delivered.