So-called “mobile-first” publishers get a majority of their traffic from non-desktop devices, but they’re finding that ad revenues aren’t following suit.
Despite the fact that services such as Twitter, Pandora, and The Weather Channel now say around half of their usage comes from mobile, few extract anything close to half of their revenues from the channel. For example, during its earnings call yesterday Pandora reported that 70 percent of all listening now happens on mobile or “non-traditional” devices. Despite that fact, only around half of its advertising revenues comes from mobile, suggesting it’s essentially being propped up by other channels, such as online.
According to data from Facebook, around a third of its traffic now comes from mobile devices, while Twitter reports that it accounts for over half of published tweets. Those companies have to done little to nothing to monetize their mobile audiences to date, even though they continue to grow.
One company that’s proud to tout its mobile focus is the Weather Channel. According to ComScore, the firm’s desktop site racked up 1.1 billion page views in October, while 1.3 billion pages were viewed using phones or tablets. It’s unclear whether its ad sales mix has kept pace, although that’s highly unlikely by all indications. The Weather Channel was unavailable for comment.
Despite the hype around mobile, the fact remains that it’s just harder to extract revenues there. Marketers and advertisers have yet to dedicate substantial budgets to the medium, and consumers are now used to receiving mobile content for free. Mobile ad rates aren’t exactly the highest either. That leaves publishers in the position of having to follow their audiences but without much assurance that doing so will benefit their businesses. As a result Pandora, for one, is reluctant to place all of its eggs in that basket.
“We’re focused on ensuring a great, personalized radio experience for any person, anytime, anywhere — regardless of device — so each way people can stream Pandora has our attention,” a spokesperson said.
‘Halloween is when Christmas ends’: A look at publishers’ pre-Black Friday commerce content playbooks
Publishers' Black Friday coverage plans are starting earlier and earlier but commerce teams are evolving to meet the demand.
How social media managers are coping with the Twitter debacle
Twitter – once a stable and trusty workhorse for social media strategists – now resembles the most wildly unpredictable social platform in the marketing arsenal.
‘A big reset in 2023’: After Big Tech’s mass layoffs, job candidates face intense competition
Recruiters report that 'we've never seen a market quite like this' as tens of thousands of employees flood the market.
SponsoredWhy cookie deprecation is deflating performance and inflating costs for advertisers
With the full deprecation of third-party cookies on the horizon, advertisers and publishers are navigating a challenging and quickly evolving landscape. The sunset of the third-party cookie continues as usage and lifetimes fall. Their deprecation is preventing brands from effectively measuring the effectiveness of media campaigns in real-time at highly granular levels. As the industry […]
Martin Sorrell-backed S4S Ventures, Bertelsmann invest $10M in data asset management outfit as it blends new content, analytics-based marketing for clients
The recent explosion in content has created the need not only for more sophisticated tools to manage it, but better ways to attach data and analytics to the content in order to better optimize it at the right time for the right opportunity.
Member ExclusiveMedia Buying Briefing: Which media will buyers turn to in a soft local market in 2023?
Traditional media including broadcast and print are expected to be hit hard by revenue losses. What will save local from a deeper downward trend next year will be local ad spending on digital, digital out-of-home (OOH) media and connected TV.