Inneractive: iOS ad click-through rates double up Android

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While Google's (NASDAQ:GOOG) Android and Apple's (NASDAQ:AAPL) iOS lead the race for worldwide smartphone supremacy, mobile advertising trends across the two platforms are significantly different according to a new infographic issued by mobile ad mediation platform Inneractive.

Click here to see more of the Inneractive chart.

From a global market perspective, Apple leads on effective cost per mille (eCPM), which measures the revenue a developer generates per every 1000 impressions of an ad in his or her application--iOS eCPM is now $1.70, Inneractive reports, compared to $1.30 on Android. The iOS platform also boasts a significant lead on consumer click-through rates at 2.3 percent, more than double Android's 1.1 percent CTR. The global fill rate on Android now reaches 85 percent, however, compared to 78 percent on iOS.

Looking at the U.S. market, iOS doubles up Android on eCPM ($1.52 vs. $0.72). Apple also wins with click-through rate of 86 percent compared to Android at 61 percent. Android edges iOS on fill rate, with a 99.01 percent CTR compared to 98.96 percent on the Apple platform.

For more:
- read this Inneractive blog entry

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