One good thing you can say about Nokia: it may be losing marketshare, but those that are sticking around are pretty dedicated and sticky users. Some numbers out from the mobile advertising mediation company Inneractive indicate that Nokia (NYSE: NOK) is delivering some significant returns in mobile advertising, even as it is continuing to work through a turnaround strategy for the future.
Inneractive, which works across different mobile platforms and so theoretically should not have a bias towards Nokia or Symbian, points out that the number of ad requests from the Nokia platform has been on an overall rise for the last six months. The one exception is a significant dip in February — when Nokia first announced its news to opt for Microsoft (NSDQ: MSFT) and Windows Phone for its future smartphones and suffered a major hit on its share price in the process. The takeaway here is that Inneractive’s figures indicate that the users that Nokia has managed to retain are still big mobile content users.
Meanwhile, in the category of click-through-rates on those ads, Nokia also seems to be doing pretty well, handily beating the industry average between March and May of this year. Worth noting that the industry average has been going down, but hard to say whether that’s a bigger issue when you can only see data for three months.
There is no specific explanation for why it is that Nokia is doing better on CTRs, except to say that it is because of “factors unique to Nokia and its global presence,” but if you look at the rankings at the bottom of the graphic, you can start to see some of Nokia’s strength in individual countries. In India, for example, Nokia has a strong market position, and the country also happens to have some of the highest CTRs of any market.
The key issue, really, is whether whatever it is that is so “unique” about the Nokia platform now, will be retained as it transitions to Windows Phone in the future.
Because as everyone knows, mobile advertising is still in its infancy and generating tiny amounts of revenues, but that’s still no reason to throw the baby out with the bathwater.
Click on the image below to open the entire infographic full-size in a new window: