Like most publishers, the Financial Times is trying to crack mobile.
The newspaper publisher executed a pair of studies recently that found that while all age demographics are adopting mobile as a news platform, they’re not happy with the quality of mobile ads, rating them below print and desktop.
According to a study it did with 1,300 readers, print still commands long read times, with each person spending an average 32 minutes. Tablet is next with 20 minutes of read time, followed by smartphones at 11 minutes, and laptop/desktop at 16 minutes a day.
Readers graded smartphone ads poorly, with “intrusive” and “distracting” listed as the words to describe them. Half of respondents to a survey the FT conducted with Quantcast said mobile ads are more intrusive than desktop, although 37 percent of them said they’d be more influenced if the mobile ads they saw were more creative. Even more popular were personally relevant ads, with 33 percent said they’d be more likely to buy from a brand that had served them only personally-relevant ads.
Banner ads and in-stream native ads were relatively on a par in readers minds. Just under 40 percent said banner ads were the least intrusive, while 30 percent said the same for native ads.
Smartphones lend themselves to shorter content due to the screen size and the fact people are often on the move: 71 percent of respondents said they use news websites and apps to scan articles and news stories, though half of them also said they like to read long-form editorial on their smartphones.
With Roku leading the pack, study says 94% of households are reachable through CTV
Connected TV remains on the rise in programmatic advertising, fueled by the popularity of Roku, Samsung and Amazon devices.
Digital investors take time out as British Pound plummets
Don’t expect an M&A frenzy, despite Sterling’s historic low, as volatility cools investors’ appetites.
The New York Times looks to gaming product to grow subscriptions
The Times' use of games as a subscriber funnel is part of a renewed focus on gaming sparked by the company's acquisition of Wordle in January.
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
Sponsored by Vevo With the competition from content providers continuing to build, the traditional primetime TV slots are no longer guaranteeing the mass audiences they once did. Television viewership is evolving, and the primetime window of 8–11 p.m. is less broadly reflective of younger audiences’ content consumption habits. In 2022, attracting TV viewers is a […]
Member ExclusiveMedia Briefing: The pros, cons of three pricing models for publisher, sportbook content deals
Publishers and sportsbooks are looking for new payout models beyond the standard cost-per-acquisition structure, which is priced on average between $200-500 per new customer.
Inside the NFL’s youth-focused social strategy
As part of the NFL Content Creator Network, the league is engaging with fans in new, innovative ways via gaming or just through creative social media activations.