The UK Association of Online Publishers’ (AOP) has revealed the results of its annual census, which shows brands moving to embrace new technology and concepts.
The findings show that publishers are increasingly focusing on mobile solutions as they look to change their approach to brand development and new activity, in reaction to increased media consumption across multiple platforms. The findings show that the mobile web in particular is seen as the major opportunity, with 69 per cent of respondents focusing on this over the next 12 months. Monetising the platform remains the major concern for publishers as they grapple for ways to diversify revenues and expand in-line with audience growth. Sixty per cent of publishers also identified a lack of mobile-based skills within their teams.
Video has emerged as the model publishers think offers the most significant revenue generation opportunity on both mobile and tablets according to 56 per cent of respondents. In a bid to monetise video more effectively, one in three publishers now versus only one in ten in 2013 are using video exchanges and social media sites.
In total, video now contributes to more than 10 per cent of total ad revenue for 11 per cent of publishers compared with just six per cent in 2013.
Other key highlights of the AOP census include:
- Other key opportunities identified by publishers include behavioural targeting (69 per cent) community engagement and social networking (66 per cent) and native advertising (62 per cent).
- Fifty per cent of publishers see programmatic as a major opportunity to increase revenue and efficiency this year (compared to 42 per cent in 2013). There is still some scepticism around the technology – 23 per cent still believe it will be a small part of their business – down however from 39 per cent in 2013.
The census includes the views of 32 AOP member organisations, covering more than 1,500 brands.