According to an eMarketer study, the amount of time people spend using their mobile devices for non-call purposes has gone up 52% since last holiday season. More and more, people are using their phones to browse the internet and to make purchases. This will, no doubt, spark a huge volume of holiday mobile marketing activity. Marketers, however, aren’t the only people who should pay attention to mobile.
Publishers can take a hint from marketers in where they focus their efforts leading up to Black Friday and Cyber Monday — mobile matters. Below, we’ll examine a series of challenges and opportunities you may encounter as a publisher when considering your mobile monetization strategy this holiday season.
1) Mobile optimized site design is particularly important with regard to display ads. According to eMarketer, “ninety percent of marketers don’t use responsive design, in which your creative knows it’s being viewed on a smaller screen and adapts.” Publishers can also do their mobile due diligence and make sure the ads they serve are optimized across devices. Select a display ad network that serves responsive ads, or even just has a large inventory of mobile ads.
2) “The key is consumer experience, from an affiliate marketing standpoint. You need to have an end-to-end consumer experience without any glitches,” argues Scott Allan, Senior Vice President of Global Marketing for Rakuten LinkShare. “If I go to a great mobile site that a publisher has, and get referred to an advertiser’s site, if that advertiser’s site isn’t mobile-optimized and I can’t check-out, I’m going to be annoyed and leave.” If you notice that a merchant you link out to often isn’t optimizing for mobile, consider linking to a merchant that is mobile-optimized.
1) Optimizing for mobile now will help you earn loyal visitors. Mobile optimized sites have lower bounce rates and longer average visit durations for mobile users than non mobile-optimized sites. That means that users are more likely to stay on your site if it’s optimized, and more likely to leave sites that aren’t.
2) Native monetization is especially important on mobile. When display ads take up prime real estate on a mobile device’s small screen, users can get frustrated. Alternatively, thoughtful, in-content recommendations to products can accrue revenue (with VigLink) without causing mobile advertising overload.
Thinking about the experience your users are going to have on mobile this holiday season is worth your time. Consumer spending is going to increase in the coming months no matter what, and anything you can do to get an edge on the competition could net you a larger slice of that holiday pie. Yum.
Whitney Smith, VigLink Marketing Communications Manager