Today, Smaato Inc., the leading mobile ad optimizer and mobile advertising company revealed its latest data looking at the global mobile advertising market in terms of click through rates and ad network fill rates for June. The full report can be seen at http://metrics.smaato.com.
Worldwide CTR Index (Click Through Rate) by Handset Operating System
The Smaato Metrics for June show Android making large gains in global click through rates (CTR), as it climbed above rival Apple, to third place.
In the US, Symbian still dominates in terms of CTR, but Android has closed the gap with a CTR Index of 192 (118 in May), while Apple iOS drops down to fifth place in its home market with a CTR Index of 73.
In stark contrast to the global and US stages, Android has the lowest performance in terms of CTR Index (52) in Europe, with Windows Mobile achieving the best (205), almost quadruple Android’s Index.
Smaato serves over 8 million ad requests in its network of more than 6,000 registered mobile publishers and over 40 mobile ad networks. The Index consists of the average CTR of all devices and this number is set to 100.
Fill Rate Worldwide
After three months in decline, the fill rates of the global top 10 ad networks have recovered slightly, climbing to an average of 22%. However, in June, there were only four ad networks performing above this average. The top performing ad network lost 40 percentage points compared to May and in June only had 56% fill rate.
The Smaato Metrics demonstrate the performance of mobile ad networks globally and fill rate is measured as the percentage of ads delivered per ad request and varies by different factors, like country, device and content type.
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).
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.
Find out more at http://metrics.smaato.com.