Smaato Releases Q1 2011 Mobile Metrics Report

• Findings reveal widespread performance difference by leading ad networks globally
• Windows Phone leads mobile ad performance for smartphone operating systems
• Mobile advertising increasingly more fragmented as it continues to grow exponentially

REDWOOD SHORES, Calif. & SINGAPORE & HAMBURG, Germany--(BUSINESS WIRE)-- Smaato Inc., the leading mobile ad optimizer and mobile advertisement platform, today released its latest metrics as a benchmark for the industry on global mobile advertising in the first quarter of 2011. New findings detail how mobile ad networks and smartphone operating systems compare on advertising performance as well as new metrics on the exponential growth of the industry and the complexities of fragmentation.

Full results are available at http://www.smaato.com/metricsq12011/.

Smaato’s Q1 2011 Metrics show that in terms of ad network performance, average fill rates of the top 40 global mobile ad networks varied significantly from 69% to only 1%. As an average, global fill rates dropped to 20%, from 23% a year ago. In the US market, the top 20 US ad networks had an average fill rate of 23% in Q1 2011.

Since Q1 2010, Smaato shows that the number of ad networks has doubled in size, from 30, to over 60 ad networks currently connected to the Smaato SOMA platform. Additionally, the monthly average ad request volume jumped over 30 billion in Q1 2011 from 6 billion in April 2010.

“The market has grown dramatically in the past year and as ad networks have become more specific in how they target consumers, the process of monetizing mobile advertising is becoming increasingly fragmented,” stated Ragnar Kruse, CEO and Co-Founder of Smaato. “High fill rates are harder to achieve with only one ad network so app developers and publishers need to enlist multiple ad networks. This is where ad optimizers such as Smaato come in to aggregate multiple ad networks and maximize the revenue stream through mobile advertising.”

Smartphone operating systems have also been ranked by Click Through Rate (CTR) for the Q1 2011 period. Smaato’s Metrics show that Windows Phone 7 and Nokia’s Symbian OS are the top performing OS’ in mobile advertising, while Google Android remains at the bottom of the list.

Smaato’s metrics are based on over 150 million unique monthly users, over 80 billion ad requests and over 60 connected ad networks delivering mobile advertising in over 220 countries in the first quarter of 2011.

About Smaato Inc.

Smaato (www.smaato.com) is a pioneering mobile advertising company that operates the mobile ad optimization platform called SOMA (Smaato Open Mobile Advertising) and partners with 20,000+ mobile publishers and app developers.

SOMA’s unique feature is the aggregation of 60+ leading ad networks globally to maximize mobile advertising revenues with the widest range of SDKs for all smartphone platforms.

Smaato Inc. is headquartered in Redwood Shores, California with offices in Hamburg, Germany and Singapore.

CONTACT:

Smaato Inc.
Harald Neidhardt
CMO & Co-Founder
harald@smaato.com
@hneidhardt
or
3 Lagoon Drive, Suite 170
Redwood Shores, CA 94065
Phone (USA): +1 (650) 286 11 98
Phone (Europe): +49 (40) 3480 9490
www.smaato.com
Twitter: @smaato
Facebook.com/smaato
or
onechocolate communications PR
Jill Tsugawa
+1 (415) 989-9803
jillt@onechocolatecomms.com

KEYWORDS:   United States  Europe  Asia Pacific  North America  Germany  Singapore

INDUSTRY KEYWORDS:   Technology  Internet  Software  Telecommunications  Mobile/Wireless

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