Smaato Metrics: iPhone CTR drops worldwide and overtaken by Android in the US and South Africa
NEW YORK – Smaato Inc., the leading mobile ad optimizer and mobile advertising company revealed data (http://metrics.smaato.com), looking at the global, mobile advertising market in terms of click through rates and ad network fill rates for May, based upon 40 mobile ad networks and over 7 billion ad requests served in the Smaato Network of over 5,000 registered mobile publishers.
Worldwide CTR Index (Click Through Rate) by Handset Operating System
Despite Feature Phone’s gains (147, up from 134), Symbian (159) remains the leading OS in terms of CTR index, with almost 3x the CTR index of Apple (55).
Windows Phone (54) and Apple (55) suffered drops from April to May (Windows 78, Apple 77).
The Index consists of the average CTR of all devices and this number is set to 100.
Fill Rate Worldwide
Fill rates of the global top 10 ad networks dropped to 21% from 26% in April. Eight ad networks performed above average, but the gap between the first (96%) and second (53%) rose from 13 percentage points (April) to 43 percentage points (May).
The ad networks are not published in the monthly Smaato metrics, but are revealed in the dashboard of registered Smaato publishers reporting and analytics tools (www.smaato.com/signup).
Spotlight: USA vs. South Africa
Click Through Rates
Symbian dropped, but still dominates the US market with a CTR Index of 316 (339 in April), 2.8x higher than its closest rival, Android (118). In South Africa, Feature Phones top the CTR index with 108, with Symbian second (64) and Android third (51).
Fill Rates
USA’s average fill rate decreased to 43% from 46% in April, but remains double the global average. Only three ad networks in the top 10 performed above average. South Africa’s average fill rate is 72%, the highest recorded in the Smaato metrics so far and 3.4x higher than the worldwide average.
Ad Network Response Time worldwide
The fastest response time in May was measured at 39 milliseconds, from 25 in April. May saw a significant difference between the top eight ad networks with only 34 milliseconds separating AN1 and AN8, compared to AN9 at 197 milliseconds.
