The latest quarterly ad metrics report published by mobile ad network Smaato reveal Windows Phone 7 owners are clicking on more ads than those with iOS, Android, BlackBerry and Symbian devices. This is a large change from last year's numbers, which had Symbian handsets at the top of the ad click-through rates. Smaato's CMO, Harald Heidhardt, helped put the results in perspective.
Heidhardt believed that despite their relative small market presence due to how new they are, WP7 devices are seen as a novelty by owners and this contributes to the higher mobile advertising performance. Because Microsoft's SDK isn't bringing ads outside of the US and there may be less mobile ads in Windows Phone devices, it's likely more attention is paid to the ads in apps or mobile websites, he said.
The Smaato numbers give the click behavior or anonymous smartphone OS owners averaged over the global inventory and is meant to give advertisers an idea of which OS is the most efficient to sell advertising on.
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