While the iPhone and Android platforms seem to garner all the attention in terms of mobile advertising these days, it’s the Symbian platform and feature phones in general that still reign supreme in terms of effective mobile advertising and CTR.
That was the primary finding in Smaato’s latest metrics report for April, which indicates Symbian and Feature Phones have bucked the global drop in click-through rates by posting noticeable growth. In the US, Smaato’s metrics reveal that Symbian dominates the region in terms of CTR’s, coming in at 2.7x higher than its closest rival, Apple’s iPhone.
The data acts as further proof that there’s “more to mobile advertising than the iPhone,” as stated in the report, even in its largest market- the US. Smaato uses a CTR index that’s based on 40 mobile ad networks and over 6 billion ad requests served through its Network of more than 4,000 registered mobile publishers. The Index consists of the average CTR of all devices and is set to 100.
Despite Feature Phone’s gains, Symbian remains the leading OS in terms of click through rates worldwide, with more than double the click through rate of iPhone. “Putting this into perspective, we have to consider the sheer number of Symbian devices compared to Apple devices, but it should also serve as further proof to advertisers that the iPhone is far from the be-all and end-all in mobile advertising,” the report states.