Smaato is a mobile advertising network that optimises ads for a wide variety of networks, mobile devices and device OSs. That gives it the opportunity to gather a lot of data – and today, for the first tie, it has released a metrics report from that data. Let’s have a look!
The following report is based on figures gathered during December 2009.
Mobile advertisers:
The top performing mobile advertisers on the Smaato network are Quattro Wireless (see our story on the Apple buy-out) and Millenial Media, with and an 83% fill rate for mobile publishers – compared to global average of 35% for advertisers on Smaato.
What’s fill rate, you ask? It’s a logistics term that usually refers to warehouse storage, meaning the percentage of customer demand which is satisfied immediately. This means that, on average, an advertiser can expect to immediately place 83% of their ad inventory with Quattro or Millenial.
Mobile devices:
The iPhone is still king of smartphones, performing twice as well as Android in terms of response rates. But in overall CTR, Symbian is still well in the lead (thanks, Nokia!).
What we think?
Those are the basics. Or at least the figures I found most interesting from the report. It does go some way towards justifying the Apple acquisition on Quattro – it just goes to show how large Quattro’s publishing power really is.
For more details, check out the full report here
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