SAN FRANCISCO & SINGAPORE & HAMBURG, Germany – Smaato Inc. announces the findings of its latest global mobile advertising quarterly metrics for Q2 2011. Full results are available at http://www.smaato.com/metricsq22011/
Overall worldwide fill rates continue to decline
Top 40 ad networks in the world showed a significant performance spread, with fill rates ranging from 3% to 58%. Worldwide, the average ad network fill rate was 18% in Q2 2011, a 2% decline from the previous quarter and a 3% decline year on year.
Specialization yields greater returns, despite 11% drop in fill rates
In Q2 2011, nine mobile ad networks out of the top 40 performed above the average Smaato Index – with fill rates ranging widely from 23% to 58%. The ad network with the highest volume of ad requests aggregated in the Smaato network provided an average of 21% fill rate in Q2 2011. In comparison, the highest performing ad network with a fill rate of 58%, dropped 11% from the previous quarter, still performing at a much lower volume with a rank of 27 out of the top 40 ad networks.
US fill rates drop 8% from previous quarter
In Q2 2011, six out of the top 20 US ad networks performed at a fill rate of 28% to 62% above average.
Windows continues to lead, RIM overtakes Apple in Worldwide Performance Index
RIM (91) made significant inroads in Q2 overtaking Apple (86) in the Smaato mobile advertising performance Worldwide Performance Index, while Google Android (78) increased its performance by almost 50%.
Apple threatens to overtake Windows in US Performance Index
For the U.S., Smaato’s Q2 2011 Metrics reveal Windows Phone (108) continues to lead operating system performance, closely followed by the popular Apple iOS (107) and losing ground to other popular operating systems such as Google’s Android (89).
Average response time of mobile ad networks is 328 msec worldwide
In Q2 2011, the response times ranged from 39 to 328 msec for the top ten worldwide ad networks.
The ad networks are not named in the Smaato Metrics report, but are revealed in the dashboard of registered Smaato publishers’ reporting and analytics tools available here.
