Video: How Travel + Leisure is Monetizing Its New Travel Guide App
Publishers know that more readers are consuming their content on mobile devices. According to Mary Meeker’s 2015 Internet Trends Report, the average adult spends more than half of their internet time on their mobile devices, about 2.8 hours. Although consumers are increasingly shifting to mobile reading experiences, monetizing that attention on mobile is much more difficult. Thanks to the increasing popularity of ad blocking, which is particularly prevalent on mobile, publishers are struggling to drive significant revenue from their mobile content.
Travel + Leisure, one of Time Inc.’s leading travel brands, took a different approach to mobile monetization. The brand launched its Travel Guide App in July, which packages Travel + Leisure content about specific cities into guides and adds a layer of utility, allowing users to create an itinerary, book hotels and restaurants, and save their favorite spots as they plan their trip. Lexus sponsors the app. Its logo is visible when users open the app and its banner ads are embedded natively throughout the travel guides. Miles Stiverson, digital director at Travel + Leisure, sees future revenue opportunities in native advertising, paid, unlockable features, and in-app purchases.
Watch the video below to learn how Travel + Leisure is monetizing its mobile content. The video below is excerpted from the webinar “Strategies for Growing Revenue on Mobile Devices” watch the full discussion on mobile monetization here.