Widespace

Joy Dean, head of partnerships at Widespace sets out simple steps to follow to allow businesses to meximise mobile advertising revenue.

‘Go mobile or go home’ is the only way websites can truly get moving in the congested traffic of the online world of today. Websites are actually beginning to notice that traffic to their sites from smartphones and tablets is starting to resemble the M25. With mobile devices everywhere, be it android or iOS, consumers are using them at every spare moment. This can no longer be ignored, it is time to seize the opportunity and run with it.

In a recent forecast, the International News Media Marketing Association (INMA) predicted that in 2015, the mobile news channel will have the widest reach. Just like the web surpassed printed newspapers, mobility will outshine the web; although the shift to mobile devices is ocurring considerably faster.

Advertising has helped fund publishers who have been struggling with the transition from paper to web. The evolution to new mobile devices brings new challenges as well as grea opportunities.

Here, Widespace shares fives tips that are critical to businesses when it comes to maximising mobile advertising revenue:

1Adapt your content for mobile devices

Of all of these five tips, I would say that this is the most important in order to succeed in the mobile advertising industry.

Today’s consumers are demanding and they want to have their cake and eat it too. They expect their experiences on computers to be mirrored on mobile devices. Remember, mobile is no longer an option for publishers and advertisers, it is a necessity. Make sure that your ads are tailored to work seamlessly on all devices, failure to do so will run the risk of losing out to the competition.

Once you lose visitors, attracting them back is exhausting and expensive.

2Facilitate fast app and site navigation

Visitors should find what they want – quickly and easily. Don’t be afraid to split information into categories or sections ; combining content enhances visitors’ experiences. Furthermore, recommending content that is based on the suers interests is another experience in itself – what we call ‘the enhancement factor’. If visitors experience the site as impossible to navigate or difficult to read, then it is highly likely that they will go elsewhere.

3Number of ads

It is easy to believe that revenue size is directly parallel to ad volume on a page. However, the truth might be just the opposite. If you have many advertisements within a scroll flow, then banner blindess is highly likely, and visitors stop paying attention to the ads. this triggers poor observation values and low interaction levels. Which as a result, increases the risk that your advertisers will select other sites that enable better effects. I would recommend a maximum of two ads in connection with an article.

4Perfect focus

To optimize earnings, focus on several areas. For example, use your site to traget industry-specific audiences, and use sales partners to target large-scope campaigns. When your site runs specific sales campaigns targeted to specific customers, then you can charge more. Sales partners will compliment your existing business with advertising revenue that otherwise would not be injected into your operation – revenue from other sectors or from campaigns that require a more extensive range of sites or apps, which you cannot offer.

5When selecting partners, think long term

Many publishers think long-term regarding operations, and short-tem when it comes to advertising revenue. Quick money tempts them but the results are usually short-lived and yield little or no return on investment.

Try also to set a reasonable goal and develop a sustainable strategy. think through what you want to achieve via your own sales and what your partnet can contribute in terms of revenue and ways in which you can increase your expertise in a given area. Put a value on the whole of the business. If you choose to collaborate with multiple partners, then you risk price pressure, which rarely benefits publishers.

The future of mobile is bright… make sure that you are a part of it!