Reflecting the emergence of more Android devices on the market, Smaato's ad metrics for January show a significant improvement of Android device click-through-rates (CTR) compared to the prior month. But Symbian handsets remained at the top of the worldwide list, the company says.
Smaato says 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 average fill rate of mobile ad networks in the United States was 47 percent in January, down from 55 percent in December 2009. Similar to December, it remains significantly higher than the worldwide average fill rate of only 29 percent.
Smaato's metrics are based on 35 mobile ad networks and over 4 billion ad requests served in the Smaato Network of more than 2,300 registered mobile publishers in January.
Last month, AdMob, which is being acquired by Google, noted that the iPhone and iPod touch have fueled much of AdMob's growth as a mobile ad network over the past two years. In December 2009, 36 percent of AdMob ad requests came from the iPhone and iPod touch, with the majority of them coming from apps.