Smaato on Click Through Rates
Smaato, a mobile advertising company, has been monitoring click through rates across mobile platforms. The statistics for June 2010 are now available.
What’s surprising is that click through rates are much higher on Symbian and feature phones than on say, Android or iOS. BlackBerry has the lowest click through rates. While this raises the question why the platforms differ so much, it also complicates matters when trying to decide what platform(s) to target. One thought I had is that click through rates don’t necessarily relate to whether the user does anything when viewing the advert. For example, while I don’t know if this is true, the more affluent BlackBerry or iOS users might be more likely to provide a better advertising ROI.
The report also has some interesting statistics on fill rates and ad response times for the various (anonymous) networks.
Related Articles:
