The New Era of Mobile
These types of numbers are attracting advertisers to mobile, but alone they won't be enough to keep them there. Those click-through rates are sure to erode as clutter increases, and as the publishing industry adopts mobile on a widespread basis, relative circulation is unlikely to change dramatically. Additionally, traditional online media budgets, even when applied to mobile, will likely fluctuate along with seasonality, economic conditions and other familiar factors. The key is to differentiate your mobile offering to gain incremental advertising dollars that show positive return on investment, as they are less prone to such fluctuations.
How then to make your mobile advertising offering stand out? The answer may lie in the "other" types of mobile advertising (mentioned by a mere 4 percent of ABC survey respondents) that surely present the greatest opportunity for publishers to survive and thrive in the long term.
The economic downturn made one thing very clear from an advertising perspective: Marketers are demanding accountability and innovation from their agencies and media partners. This has heralded a drive to what we've been calling data-driven marketing—the idea that new technologies, which give unprecedented access to customer behavior and passion points, will enable scalable personalization for the first time. Direct marketers have known the benefits of segmentation for ages, yet the promise of true one-to-one media communication has been, until now, largely unobtainable.
Mobile changes this. By connecting traditional subscriber data with location, affiliation and passion-point intelligence, advertisers can begin to drive pertinence—the combination of content, credibility and connectivity, all delivered at the right place at the right time.
Fortunately, publishers are in a prime position to deliver this value to data-driven marketers, given their two greatest assets—content and audience—and mobile can accelerate its monetization.
Content delivers relevance and credibility to marketers, and subscriber data, on an individual level, is what fuels scalable personalization of marketing messaging. A key for publishers will be to deliver the content, whether traditional news and feature writing delivered via mobile or, more impactfully, through mobile applications that enable an advertiser's brand to engage in a trustworthy, relevant and timely way.