U.S. Mobile Fill Rates Stabilize, Worldwide Fill Rates Continue to Drop in Q3 2011
Smaato recently released its “Q3 2011 Mobile Metrics Report,” which share data on mobile advertising adoption, fill rates and overall effect on mobile ad network performance, and considerations for mobile developers and advertisers. Among the findings was a stabilization of fill rates in the U.S.
According to Smaato, in the third quarter, the top 20 U.S. ad networks’ average fill rates (percentage of ads delivered per request) fell from 19 percent to 18 percent. Thirteen of the 20 ad networks performed above average, at a rate of 19 percent to 84 percent.
The top 40 ad networks in the world had an average ad network fill rate of 10 percent in the third quarter, an 8 percent decline from the prior quarter. “This is a further reinforcement that mobile inventory is increasing at a faster pace than mobile advertising budgets,” according to Smaato.
When it comes to operating system click-through rates worldwide in the third quarter, Windows Phone had an index score of 156, followed by Symbian with 130, RIM with 113, Apple with 89 and Android with 84.
“It will be interesting to see how the new Window Phone partnership will play out related to mobile advertising performance,” said Ragnar Kruse, CEO and co-founder of Smaato. “Nokia and Microsoft have a great opportunity to establish a viable third ecosystem. They will have to establish a new niche ecosystem for the customer, however, the combination of security, established systems and a new look could be very popular in Europe & Asia.”
In the U.S., Windows Phone had an index score of 150, followed by RIM with 136, Symbian with 129, Apple with 93 and Android with 81.
Smaato found that ad networks are continuing to specialize offering features, including geo-location and rich media, which add more value. “As a result, large-scale optimization systems are increasing demand to track and maximize returns in high volumes of ad requests and faster response times,” according to the company.
The average response time of mobile ad networks is 271 milliseconds worldwide, according to Smaato.
A separate white paper from adsmobi shows that mobile advertising spend in the U.S. will jump from $1.34 billion to $2.01 billion in 2012.
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