When mobile advertising company Smaato announced that Symbian devices produced highest mobile ad click thru rates (CTR), everyone was surprised.
The reason is that Nokia phones are the dominant devices in developing markets where mobile advertising is a way of getting around the low volume of purchased apps.
Smaato's latest research suggests the growth of Android phone is changing that picture when it comes to western markets however.
The rise of the robot
Compared to a CTR of 65 in December 2009, the rate for Android smartphones has now more than doubled to 163.
Smaato says this is partly down to the massive increase in activity on Motorola Droid and Google Nexus One devices.
Smaato's metrics are based upon 35 mobile ad networks and over 4 billion ad requests served in the Smaato Network of more than 2,300 registered mobile publishers in January 2010.
It suggest there's been a mix of high performing advertising campaigns which were interesting to the Android audience, while new owners of such handsets are also generally curious about responding to mobile advertising.
Symbian phones still remain in the top position however, moving up slightly from a December rank of 161 to 173 in January.
Apple's iPhone (which includes iPod touch) is now in third position, with 104, compared to being in second place with 119 in December.
Worldwide ads
More generally, Smaato says that the best performing worldwide ad networks within its aggregation system increased their fill rates by 10 percent to 89 percent. Overall however the average worldwide fill rate dropped from 35 percent to 29 percent.
This decline even affected the best mobile advertising market - America - where the fill rate dropped to 47 percent from 55 percent.
[source: Smaato]
Data & Research
Contributing Editor
A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.
Top Stories
News
12 hours, 8 minutes ago
PocketGamer.biz Podcast Week in Mobile Games E15 - Star Wars: Hunters finally launches, the West's MOBA problem, and Xbox handheld rumours
News
Jun 7th, 2024
Week in Views - The hunt for the new Star Wars game, Xbox goes handheld, and cats versus monsters…
News
Jun 7th, 2024
Week in Views - The hunt for the new Star Wars game, Xbox goes handheld, and cats versus monsters…
News
Jun 7th, 2024
Metacore's Teppo Soininen: “Anybody who has put a game into soft launch knows there’s still plenty of space for f*ck ups.”
Events
Tribeca Games Festival 2024 | North America | Jun 5th |
Steam Next Fest: June 2024 Edition | Jun 10th | |
GamesForum Hamburg 2024 | Europe | Jun 11th |
WN Conference Istanbul 2024 | Jun 11th | |
ESI London 2024 | Europe | Jun 13th |
DevGAMM Vilnius 2024 | Europe | Jun 14th |
Game Con Canada (GCC) 2024 | North America | Jun 14th |
Indie Dev Play 2024 | Europe | Jun 14th |