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Smaato releases the first Smaato Mobile Advertising Metrics
Quattro Wireless & Millennial Media are Top Performers with 83% Fillrate;
iPhone performs two times better than Android handset CTR
Redwood Shores, CA – January 14, 2010 – Today, Smaato Inc. (http://metrics.smaato.com)
published the Smaato Mobile Advertising Metrics. The Smaato Metrics reveal for the first time
a Click Through Rate (CTR) Index by handset operating system. In addition, the Smaato
Metrics show a comparison of mobile ad network fill rates worldwide and for the USA. These
metrics are based upon 3 Billion ad requests served in the Smaato Network in December
Quattro Wireless (recently acquired by Apple) and Millennial Media are the top performing
mobile ad networks in the USA according to the Smaato Metrics. Both ad networks performed
equally with 83% fill rates for mobile publishers in the Smaato Network.
“The Smaato Metrics provide key findings for the mobile advertising market: The performance
of iPhone and iPod touch over the Android platform handsets is twice as good in regards to
response rates (CTR). In regards to CTR, Symbian phones perform best and show twice as
good performance over Feature Phones.” Ragnar Kruse, CEO of Smaato said.
“For mobile ad network performance, the Smaato Metrics show that the average worldwide fill
rate is only 35%, which means that mobile publishers need multiple ad networks to monetize
their inventory. Quattro Wireless and Millennial Media were the top performing ad networks in
the US with a fill rate of 83% after optimization by Smaato – this demonstrated a very strong
holiday season 2009 in mobile advertising,” Ragnar continued.
Smaato released today also a new whitepaper for mobile publishers as a backgrounder on
the current mobile advertising market and choices for publishers to maximize their mobile
ROI. The whitepaper can be downloaded at www.smaato.com and portraits international
trends & findings for mobile ad monetization.
Smaato 2009 Handset CTR (Click Through rate by Operating System)
The December performance numbers for the different Handset types show a significant
spread between the operating systems in regards to the CTR. Symbian phones had the
highest CTR (161) compared to the averaged Index of 100. Followed by Apple iPhone (119,
with iPod Touch) the most dominant platform for mobile applications comes in second and
above the Smaato Index.
Chart 1: Smaato Index – Operating System CTR (Click Through Rates) worldwide, December 2009
It is interesting to note, that Symbian phones performed twice as well as featured phones on a
worldwide basis. This means that Symbian devices or the users of the Symbian mobile
websites are clicking much more often on mobile advertising than any other device. This
might be due to the fact, that Symbian is more widely used and distributed in emerging
markets compared to higher Smartphone penetration rates in the Western World. But, also
the USA figures show a higher CTR, although on a much smaller volume level, as Symbian
has not a big market share in the U.S.
iPhone CTRs are also double Android handset CTR according to the Smaato Index.
Surprisingly, BlackBerry devices are producing a very low CTR in comparison; this is most
likely due to the business character of the devices by RIM.
Windows Phone handsets perform above the average indexed at 100 placing the number four
smartphone handset operating system, according to latest Canalys number, (Q3, 2009 – see
below) in third place for in the Smaato Index. The Index consists of the average CTR of all
devices and this number is set to 100.
Operating Systems Market Share (by Canalys)
To put the Smaato Index CTR performance for operating systems in perspective, the next
chart shows current market share for smartphone operating systems. Symbian remains still
the dominant player worldwide for smartphone devices in the latest available figures for the
third Quarter of 2009 from analyst firm Canalys.
As reported here Apple’s iPhone handsets are gaining much ground and have an impressive
17.8% market share for a line up of just a few handsets with anticipated explosive growth
including a rumored debut of a Apple tablet hybrid PC that is supposed to support the iPhone
apps and provide an even wider reach.
Chart 2 Smaato Index – Operating System Market Share (source: CANALYS, December 2009)
Android phones featuring Google’s operating system are expected to see the biggest growth
rates in the sector in 2010 according to Forrester Research. An expected 10% market share
in 2010 should be supported by newly announced Nexus One by Google and expected
Android phones by manufacturers like SONY Ericsson, Motorola, Samsung and HTC
distributed by all the leading mobile operators worldwide.
Smaato Metrics: Fill Rate Mobile Ad Networks December 2009 (Worldwide)
Mobile publishers have several choices to monetize their mobile inventory for apps or
websites. One important measurement to judge the performance of a mobile ad network is its
fill rate. The fill rate (percentage of delivered ads per ad request) varies by a lot of factors:
type of publisher content, country, device, demographics or anticipated CTR.
The Smaato Index unveils for the first time the performance numbers for the top 10 leading ad
networks worldwide in the Smaato network.
Chart 3 Smaato Index – Fill Rate of Mobile Ad Networks (worldwide), December 2009
The top performing mobile ad network in the Smaato Index had a 77% fill rate worldwide in
December 2009. The Smaato Index as the industry average for worldwide mobile ad network
fill rate performance was 35% based upon 34 ad networks signed onto Smaato’s SOMA
platform and ads served in more than 215 countries.
Smaato Metrics: Fill Rate Mobile Ad Networks December 2009 (USA)
The Smaato Metrics show averages fill rates of mobile ad networks in the USA for December
2009 is 55% and significantly higher than the worldwide average of 35%.
We see this better performance due to a better-developed mobile advertising market, higher
budgets as well as more advanced targeting. Targeting for mobile apps or mobile websites
can include location, device or a lot of other keywords or category channels.
The more publishers enrich the ad request with data or keywords about the mobile consumer
in real time, the better an ad network performs in regards to fill rate and ultimately in price.
Chart 4 Smaato Index – Fill Rate of Mobile Ad Networks (USA), December 2009
Quattro Wireless (recently acquired by Apple) and Millennial Media are the top performing
mobile ad networks in the USA according to the Smaato Metrics covering the month of
December 2009. Publishers in the Smaato Network that used the SOMA optimization platform
received an averaged fill rate of 94% in the US.
In order to optimize the mobile advertising revenue Smaato as the leading mobile ad
optimizer worldwide is not only considering the fill rate, but also latency of ad request
response time, anticipated fill rate, recorded average CTR of the publisher inventory as well
as the recorded eCPM (average price pr thousand ads delivered) for the given ad network.
Publishers can enhance their revenue by trying to get out of the low priced “run-of-network”
pricing of the ad networks by adding targeting features and enriched ad request data to allow
category targeting (“travel”, “social media”) as well as audience targeting (“female”, “14-29”).
Press Contact Smaato Inc. Smaato Inc.
Harald Neidhardt 3 Lagoon Drive, Suite 170
CMO & Co-Founder Redwood Shores, CA 94065
email@example.com Phone (USA): +1 (650) 286 11 98
@hneidhardt Phone (Europe): +49 (40) 34 80 49 90
Neil Robertson www.smaato.com
IF Communications @smaato
About Smaato Inc.
Smaato is a pioneering mobile advertising company that operates the mobile ad optimization
platform called SOMA (Smaato Open Mobile Advertising) and partners with mobile
publishers, developers, ad networks and operators. More than 2.000 publishers have signed
up with Smaato as a partner to monetize their content in 215+ countries and Smaato is
managing 3 billion ad requests per month.
SOMA’s unique feature is the aggregation of multiple leading ad networks globally to
maximize mobile advertising ARPU. SOMA can be easily integrated with ad networks, ad
inventory owners (publishers, developers and operators) and 3rd party ad technology
Smaato is an active member of the Mobile Marketing Association, the dot.mobi Advisory
Group and the German Digital Media Association BVDW. Smaato received a Top 100 Private
Company Award by AlwaysOn Media (2009 & 2007) and was an Andrew Seybold Choice
Awards finalist at CTIA 2008 for best Newcomer, among other awards.
Smaato Inc. is based in Redwood Shores, California. The privately held company was
founded in 2005 by an experienced International management team. The European
headquarters are in Hamburg, Germany.