Android ahead of iPhone in Smaato mobile advertising metrics while Symbian still top dog

Smaato Metrics show average worldwide ad network fill rates down from 35% to 29% in January 2010. Smaato Inc. published the Smaato Mobile Advertising Metrics for January 2010. January’s metrics show a significant improvement of Android device Click Through Rates (CTR) compared to the past month but Symbian handsets remain top of the list. The Smaato Metrics present for the first time also the average response time of ad networks worldwide as 256 milliseconds and the ad network fill rates for India and the UK.

The boost in Android CTR comes with a large uptake in Android ad requests in the Smaato network and newly introduced Android phones by Google (Nexus One), Motorola (Droid) and handsets branded by mobile operators. The numbers suggest, that there have been a mix of high performing advertising campaigns that where interesting to the Android audience and it could be attributed to new owners of handsets that are curious about responding to mobile advertising.

Smaato’s metrics are based upon 35 mobile ad networks and over 4 billion ad requests served in the Smaato Network of more than 2300 registered mobile publishers in January 2010.

Source: Smaato