In his first blog post for The Internet Works, publisher relationships exec Vincent Duah-Nantwi explains why now is the time to ramp up your mobile advertising efforts.
Background: Where mobile has been and where it’s continuing to go
Since the release of the first iPhone in 2007, the use of smartphones has rapidly increased each year and has now overtaken desktop in terms of traffic.
As the graph above shows it was actually last year when mobile really made the leap, and is now firmly fixed as a major player in the online advertising game, if not THE major player – advertisers are no longer burying their heads in the sand when it comes to mobile media spend.
Where our mobile advertising is now
As of June 2015, The Internet Works’ (TIW) network has over 100 million unique users generating around half a billion page sessions worldwide. A whopping 60% of these users and sessions are accessed via mobile and tablet. We find that the more technologically advanced the country, the higher the ownership of smartphones and tablets, and therefore the higher the mobile and tablet traffic. Currently the UK and the US have the highest proportion across our portfolio.
What mobile ad formats do we use?
There are two distinctive approaches in the mobile space: advertising within your content, and overlaying ads over the top of your mobile pages.
The in-content approach is great for premium spend and network revenue, but here at TIW we try and go a little further. By specialising in overlay advertising we increase not only the CPM (cost per thousand impressions) publishers enjoy, but also actually creating extra ad space and inventory.
These are examples of two particular mobile overlay ad formats:
This first one is the ‘banner’ (320 pixels x 50 pixels).
A banner runs along the bottom of every page on the site and tends to stay in that position as you scroll down the page. It’s efficient and effective in that the ad can be easily seen without disrupting the user’s view of the site’s content.
The second format is called an ‘interstitial’ (320 pixels x 480 pixels).
An interstitial advert takes over the whole screen when you open a page on a mobile site, but as you can see via the big “X” on the top-right corner of the ad, it’s easy to close. While interstitials tend to be limited to appear just once per user, per day, they do generate a much higher CPM rate than the standard banner.
Why else is it important to make your website mobile-friendly?
An article by The Guardian from 2014 shows that over 52% of visits to ecommerce sites were made via mobile devices with an amazing 36% of UK online sales being completed on a smartphone or a tablet. This is a massive level of growth when you consider that in 2010 that it was just a mere 3%!
This shows the users’ confidence level has grown in using mobile devices, and where the users go, advertisers follow. Combined with the sheer traffic numbers of over 60% of our publishers’ user traffic being from either mobile or tablet, having a mobile-friendly site has now become a vital factor in the success and durability of a site.
Another report from Dazeinfo accentuates that the majority of the top 10 positions in Google search results are mobile-friendly sites. When you consider that, according to Marketing Land, over 70% of clicks are made through the search results of the 1st page in Google, this is vital information for any publisher who hopes to make their site a successful.
These statistics demonstrate how important mobile-friendly sites have become in today’s society. The use and development of smartphones is constantly advancing each year and mobile browsing has now become the main source of user access online.
So the key points to remember are:
- Get any website mobile optimised
- Use proven formats that have a high demand in mobile media spend
- Use high-quality and trusted advertising partners.
This combined with the natural trend of more and more mobile devices per household, will contribute to the overall long term monetisation strategy for publishers.
Still unsure? Give us a call!
To find out how you can start making money from your mobile website, please contact our Publisher Relationships Team.