With the growing prevalence of advertisements in free applications across all platforms, ad statistics have become an important indicator for the success of mobile operating systems in recent years. Smaato, a leading mobile advertisement optimizer and advertising platform, released its quarterly report on the global ad market for the first quarter of 2011 yesterday, revealing new findings that detail the accelerated adoption of mobile advertisements and its affect on mobile developers.
The vast majority of news organizations and bloggers believe that iOS and Android are the only mobile operating systems that have a legitimate chances to compete for advertisers, a sentiment that is justified by respectable hardware sales and the number of apps on each marketplace. However, there is an important factor that many mobile advertisers take into account when planning a campaign – platform performance.
Based on data collected from over 150 million unique users in 220 countries, Smaato used a performance benchmark that compares major operating systems on their Click Through Rate (CTR). This comprehensive process weighs the value of any given operating system’s advertising presence, determining the most successful platform for mobile advertizing.
Hugo Candelas, a representative at the firm, summarized the company’s research in saying:
According to Smaato’s Q1 2011 Metrics, Windows Phone (134) also has the leading operating system in the US when ranked by click-through performance (CTR). Symbian (131) still ranks fairly high compared to the popular Apple iOS and Android, while iOS (117) holds its place as the third and last operation system above the Smaato index of 100. In addition, Google Android (66) is performing better in the US market compared to its worldwide performance, while RIM Blackberry (65) is trailing behind the performance ranking of smartphone OS in relation to mobile advertising.
For ad specialists and developers, the process of monetizing mobile advertising has become significantly more fragmented and high fill rates are harder to achieve through any one platform. Ad developers now must seek to monetize their inventory by enlisting the help of multiple ad networks. Contrary to popular belief, small ad networks sometimes provide a higher price per delivered ad, a prerequisite for large-scale optimization.
What do you believe? Do you think there is a specific reason that RIM and Google are lagging behind in advertising success? Do you believe these numbers are biased? Sound off in the comments below.