METRICS SEPTEMBER 2010 HIGHLIGHTS:
- Average Mobile Ad Network fill rate increased to 28% worldwide: promises strong Q4 and holiday season
- Windows Phone gains strongly in the U.S. on Click-Through-Rate Performance Index.
Smaato serves over 16 billion ad requests in its network of more than 9,000 registered mobile publishers and over 50 mobile ad networks.
Worldwide CTR Index (Click Through Rate) by Handset Operating System
The latest worldwide CTR Index by operating system shows further fragmentation between the systems: Symbian, Feature Phones and iPhone continue to lead above the average of the Smaato Index. Symbian achieved a CTR Index of 156 (130 in August) and Feature Phones increased to 145 (120 in August) while iPhone rose to 113 (101 in August).
Chart 1: Smaato Index – Operating System CTR (Click Through Rates) worldwide, September 2010
Blackberry continues its rise to 88 (from 57 in August) as Android remains bottom of the performance rankings (48) but grows significantly in volume.
The Index consists of the average CTR of all devices and this number is set to 100.
Monthly Comparison: CTR Performance Worldwide
iOS had its largest gain since the summer, closing in on the leading operating systems. Symbian remains the leading OS in terms of click through rates worldwide while Feature Phones remain second. The biggest decrease can be seen with Android. Since May, RIM has seen continuous growth in CTR and has almost tripled since July.
Chart 2: Smaato Index – Operating System CTR (Click Through Rates) worldwide, January-September 2010
Fill Rate Worldwide
The average fill rate for largest mobile ad networks worldwide rose to 28% from 21% in August according to Smaato metrics – a good indicator for the upcoming holiday season and the fourth quarter.
Chart 4: Smaato Index – Fill Rate of Mobile Ad Networks (worldwide), January - August 2010
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), September 2010
These monthly fluctuations underline the fact that an ad network aggregation and optimization 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 CTR performance. Windows Phone made significant gains to 152 (80 in August) and is now for the first time on top of the US CTR Index. Apple's iOS performed as second OS above the average with an Index of 143 (133 in August). Symbian, which was always on top, dropped from 183 to 95 and performed for the first time below the average of the OS in the US. Feature Phones also performed lower at 90 (122 in August) and Blackberry increased again to 91 (80 in August), whereas Android remains bottom at 59 (August: 60).
Chart 5: Smaato Index – Operating System CTR (Click Through Rates) USA, September 2010
Interestingly in Europe RIM and iOS pushed heavily forward this month in terms of CTR performance, especially RIM, which is leading this month with astonishing 178 points, followed by the iPhone CTR of 163. Symbian is level with iOS at 163. While Windows dropped from the second to fifth (123 compared to 142 August) and Android remains in last place with 34.
Chart 6: Smaato Index – Operating System CTR (Click Through Rates) Europe: UK, Germany, France, Italy Spain, September 2010
Fill Rates: USA vs Europe
Chart 7: Smaato Index – Fill Rate of Mobile Ad Networks (USA), September 2010
Chart 8: Smaato Index – Fill Rate of Mobile Ad Networks Europe: UK, Germany, France, Italy Spain, September 2010
Reflecting worldwide performance, the average fill rates remains steady in September: In both the US and Europe, the average fill rates remained the same from August (29% in US, 30% in Europe). The best-performing ad network in the US shows a fill rate of 91% in September – a significant gain from the previous month (67%).
In Europe the leading ad networks performed also much better in September with a 87% fill rate. In total six 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 finding that mobile ad networks show a broad spectrum of performance measured by response time.
Chart 9: Smaato Index – Response Time for Mobile Ad Networks (worldwide), September 2010
The fastest response time in September was measured at 25 milliseconds, a bit slower than the 20 milliseconds measured in August. Also the second quickest ad network has an increased response time of 36 milliseconds (23 in August).
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.