Tacky mobile ad networks could kill publishing, survey shows
Audience are leaving, but their dollars don't follow
As if they haven't got enough to worry about: magazines and newspapers are seeing audiences migrate to mobile, but the advertising revenues they need to keep their publications running just aren't following.
Traditionally, advertising eventually catches up with where the audience is – but on mobile, it hasn't. The anxiety is reflected in the UK Association of Online Publishers' (AOP) bi-annual survey - with advertising agencies getting the blame.
More than half of the 1,500 titles surveyed (55 per cent) blamed the ad agencies' reliance on "low value ad networks," according to AOP director Lee Baker, who thinks "ad agencies' attitudes rather than audience size are holding back revenue growth."
He adds: "Buyers have had their fingers burned."
Other factors for the immaturity of mobile advertising are the lack of metrics. It's difficult to measure how well an ad campaign is doing on mobile today, and advertisers have come to expect campaign data.
"We have have real time bidding exchanges for display - that needs to catch up on mobile," says Baker.
Advertising isn't the only source of revenue; iPad and mobile subscriptions are also a revenue stream. But the industry is hampered by the lack of a common platform that makes signing up to your favourite reads painless and easy. Amazon and Apple offer such a platform – but then gouge the publisher for 30 per cent of revenue.
For Baker, though, the Apple or Amazon tax isn't the biggest issue for publishers: it's the fact that the Walled duo are hoarding subscriber data.
And publishers aren't the only ones hurting; the growing realisation that mobile is hard to monetise was a factor behind the crash in Facebook's stock price. ®
Adds on mobiles?
We have all seen the little adverts punted on the various apps.
With a 5 inch screen, these just make us use apps without adverts or just not use the apps at all.
As a mobile user, why the hell would I want adverts in my face when I pay monthly for my mobile?
Advertisers are stuffed here im afraid, intrude in my tiny screen and the product will be blacklisted by me as annoying (if I can even see what the product is)
So even if they CAN get the advert to me, its going to have the opposite affect to the one they want.
Has any of the advertising agencies
Ever considered that the public is sick and tired of adverts ? The first thing most savvy web users do is install AdBlock on their browser. Indeed, it was one of the first addons available for Firefox on the Nexus 7. Next thing a savvy user will do is get root on their devices to block other adverts.
Astroturfing .. paid adverts .. sponsored TV programmes .. shill reviews .. the list is endless and it's the usual suspects: multinationals, Big Corp flogging the same old rubbish.
What's to be done ? David Leigh him out of the 70's (massive hair, brown leather jacket with the collar UP LOL) is suggesting today in the Graun that there ought to be a universal broadband tax of £2 per user ostensibly to prop up left wing prop rags like, you guessed it, The Graun, which is losing millions of pounds per year peddling tired old sub sixth form left wing prop.
apps kill revenue
I cant be arsed with apps just to read the web so if you put the content on an app you lose my revenue.
I'm happy to send most apps to hell.