Google Nexus One and Motorola Droid effect? Smaato Metrics for January suggest that new Android devices are revolutionizing mobile advertising performance measured by CTR (click-through-rate)

Smaato Metrics show average worldwide ad network fill rates down from 35% to 29% in January 2010

REDWOOD SHORES, Calif.-- Today, Smaato Inc. published the Smaato Mobile Advertising Metrics (http://metrics.smaato.com) for January 2010. January's metrics show a significant improvement of Android device Click Through Rates (CTR) compared to the past month but Symbian handsets remain top of the list. The Smaato Metrics present for the first time also the average response time of ad networks worldwide as 256 milliseconds and the ad network fill rates for India and the UK.

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 numbers suggest, that there have been a mix of high performing advertising campaigns that where interesting to the Android audience and it could be attributed to new owners of handsets that are curious about responding to mobile advertising.

Smaato's metrics are based upon 35 mobile ad networks and over 4 billion ad requests served in the Smaato Network of more than 2300 registered mobile publishers in January 2010.

The metrics are provided at: http://metrics.smaato.com

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 mobile publishers, developers, ad networks and operators. More than 2.300 publishers have signed up with Smaato as a partner to monetize their content in 215+ countries and Smaato is managing 4 billion ad requests per month.

SOMA's unique feature is the aggregation of 35 leading ad networks globally to maximize mobile advertising ARPU. SOMA can be easily integrated with ad networks, ad inventory owners (publishers, developers and operators) and 3rd party ad technology providers.