Focus more on mobile in 2017!
A lot of publishers, or at least their revenue streams, fell through this gap on the leap from print to digital. Now, there is another challenge publishers face. This time, it’s within digital, and it is the increasing focus from desktop to mobile. In this sense, desktop has become the new print for publishers. Mobile is quickly overtaking desktop, so publishers need to be mobile ready, whether they like it or not.
However, the shift from desktop to mobile is happening faster, and it’s been confusing for many publishers, since unlike traditional media, desktop revenues haven’t been in decline. It’s easy to rest on your laurels when there’s growth and turn the blind eye to the consumer reality: it’s all about mobile.
Provide better experiences
If it seems like everyone is always on their Android or iPhone, you’re right — there are now officially over 4.8 billion mobile phone users in the world. When the users are mobile, publishers should be as well. Historically, there’s been a big disparity between the amount of time people actually spend on their smartphones and the amount of ad revenue spent on the medium. Publishers need to pay more attention to mobile and provide better experiences for advertisers and users. And realize that some people are checking their phones up to 150 times per day; some even more..
One way publishers can maximise their mobile return is through a mobile app. According to the 2016 US Mobile App report from comScore, 60% of total digital time is now spent in mobile apps, which further validates why publishers need to give attention an app strategy and advertising in app as well.
The future of mobile advertising is extremely bright
As evident from all the reports, the future of mobile advertising is extremely bright with a promise of better customer engagement and return on investment. The users would want advertisers to reach them with ease and offer timely and relevant information, promotions, and discounts right on their mobile devices. Mobile advertising also enables a deeper level of personalization, and that is a win-win situation for both the marketers and the audience. So there’s so much to be done – Don’t underestimate the importance of mobile.
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