Android Outshines the Competition in South East Asia

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USA ad network fill rate significantly higher than worldwide average.

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Today, Smaato Inc., the leading mobile ad optimizer and mobile advertising company revealed its latest metrics (, looking at the global, mobile advertising market in terms of click through rates and ad network fill rates.

The metrics show that Android has been enjoying huge success in terms of click-through rates in South East Asia. But on the global front, it has dropped by around 50%, with Symbian retaining top spot and Feature Phone handsets, the only handset OS to make consistent gains over the last four months, claiming second.

Smaato’s metrics are based upon 36 mobile ad networks and over 4 billion ad requests served in the Smaato Network of more than 3,300 registered mobile publishers in March 2010.

Worldwide CTR Index (Click Through Rate) by Handset Operating System

The performance of different operating systems in March shows Symbian’s lead decrease slightly, as Feature Phone handsets and Windows Phone make significant increases.

Android’s Global CTR Index dropped almost 50% and it’s the second consecutive month that Android has fallen. Feature Phone handsets have been building momentum since the first Smaato Metrics Report in December. Each month it has made consistent gains on the competition in the CTR Index, from 84 in December, 91 in January, to 107 in February and now at 123 in March.

The Index consists of the average CTR of all devices and this number is set to 100.

Fill Rate Worldwide

Smaato’s metrics demonstrates the performance of mobile ad networks globally and the fill rate is measured as the percentage of ads delivered per ad request and varies by different factors, like country, device and content type.

The ad networks are not published in the monthly Smaato metrics, but are revealed in the dashboard of registered Smaato publishers reporting and analytics tools (

The fill rates of the global top 10 ad networks, increased from February to March. The best performing mobile ad network in the Smaato worldwide Index had a fill rate of 93% in March 2010, up 21% points from February. The average global ad network fill rate remains steady at 28% (from 29% in the previous month), with six of the top 10 ad networks performing above this average.

Fill Rate USA

The average fill rate in the USA rose to 41% in March, from 35% in February. Five of the top eight ad networks performed above the average and the US average fill rate, remains significantly higher than the global fill rate (28%). In line with the global fill rates, the top US ad networks experience significant increases from February, with the strongest network rising from 78% up to 94% fill rate.


CTR Index (Click Through Rate) by Handset Operating System: South-East Asia (Singapore, Malaysia, Indonesia, Philippines)

The performance of the different handset operating systems compiled for Singapore, Malaysia, Indonesia and the Philippines gives an interesting insight into the variances in handset usage and how they compare on a global basis.

Where Android has dropped in the global CTR Index this month, it has stormed into the top spot. As the volume of Android devices is still too small to compare, the chart shows Android phones outside the ranking.

Feature Phones repeated its gains on a global scale in South East Asia, jumping from a CTR Index of 85 to 116 and second place behind Android.

Fill Rate South-East Asia (Singapore, Malaysia, Indonesia, Philippines)

This is the second time Smaato has compiled the fill rates and revealed the CTR Index in the South-East Asian countries such as Singapore, Malaysia, Indonesia and Philippines.

The fill rates shows a fairly even spread between the top five ad networks, with only 10 percentage points separating AN1 (49%) and AN5 (39%). Showing that South East Asia is still a very competitive market in terms of fill rates between ad networks.

South-East Asia’s average fill rate of 36% and although it can’t match the fill rate of the US, it’s still considerably higher than the worldwide average of 28%.

For more information please contact
Neil Robertson
IF Communications
twitter: @neil_robertson
Tel: +447739 322503

Harald Neidhardt
CMO & Co-Founder
twitter: @hneidhardt


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Neil Robertson

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