Windows Leads All Mobile Operating Systems in CTR in Q2 2011
According to Smaato’s Q2 2011 metrics, fill rates worldwide and in the U.S. dropped in the second quarter of 2011, while Windows leads the pack of mobile operating systems (OS) in terms of click-through rate.
The numbers from Smaato were gleaned from more than 80 billion managed ad requests in the second quarter, and more than 60 connected ad networks delivering mobile advertising to 230 countries.
The top 40 mobile ad networks in the world ranked by ad impression volume showed fill rates spanning 3 percent to 58 percent, with the average fill rate settling in at 18 percent, a 2 percent decline from the previous quarter. This reflected a 3 percent decline year-over-year, indicating that mobile inventory might be becoming commoditized faster than mobile advertising budgets.
Smaato defines fill rates as the percentage of ads delivered per ad request.
“Although current economic conditions are a factor, the continued quarter on quarter decline in fill rates is an indicator that the market is not only becoming increasingly fragmented, but also under threat of commoditization as inventory increases at a faster rate than budgets,” said Harald Neidhardt, co-founder and CMO of Smaato. “While we will absolutely see more ad dollars coming to mobile and the average campaign size increase, this will be across a much wider range of inventory, which will in turn drive costs down.”
Nine of the top 40 mobile ad networks performed better than the 18 percent average, with fill rates between 23 percent and 58 percent. Smaato noted that while the overall mobile advertising market continues to grow, the numbers suggest that ad networks are continuing to specialize their offers with features like geo-location and video.
In the U.S., the top 20 ad networks displayed an average fill rate of 19 percent, down from 27 percent in the previous quarter. Six of the top 20 networks had a fill rate above the average, with fill rates between 28 percent and 62 percent.
Windows Phone remained the OS with the highest click-through rate worldwide in the second quarter, notching an index score of 131. Nokia’s Symbian OS was second with an index score of 114, while RIM’s BlackBerry OS followed with a score of 91. Apple’s iOS was fourth with an index score of 86, while Google’s Android OS rounded out the list with a score of 76 (which reflected an increase of nearly 50 percent).
In the U.S., Windows Phone led with a CTR index score of 108, followed by Apple with 107, RIM with 101, Symbian with 94 and Android with 89.
The average response time of mobile ad networks in the second quarter was 290 milliseconds, according to Smaato.
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