Emotional advertising key for mobile monetisation
Paulo Mira, the CEO at PHD Mobi, offered insight into trends in mobile for news media worldwide and gave examples of how publishers are using mobile to grow audience or revenue – or change the rules in the mobile space – at the second day of the INMA News Media Conference in Budapest, Hungary.
He also provided a look at what’s happening with emerging markets and how European media companies can benefit from them.
The world is mobile now, with 2.05bn smartphones in the world today. In five years, there will be a billion more smartphones being used. Right now, 42.6 per cent of all users are mobile users; this makes up 28 per cent of the global population. In the United States, 51 per cent of total media time is spent on mobile.
Regardless the efforts publishers are making to sell banner ads, that income soon is going to be less than mobile. The predicted share of global ad spending for 2017 is mobile (13 per cent), newspapers (11.8 per cent), magazines (5.9 per cent), and desktop (19.5 per cent).
Mobile advertising is going to grow, with the biggest share on the side of big players like Google, Facebook, Twitter, Yahoo, and Pandora. Mira calls these companies “friends,” as they provide lots of opportunities for publishers.
So how can companies make money from mobile? It will require innovation. Mobile revenue will come from both expected and unexpected initiatives.
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