It’s no surprise that consumption of media on mobile is rapidly growing as time spent on mobile websites and apps surges.
In fact, comScore recently reported that the time spent on publishers’ mobile offerings increased 40% in the 12 months leading up to this past July, now accounting for 55% of total time spent on these publishers’ properties.
The rapid switch to mobile platforms is challenging publishers to grow advertising revenues. Many are seeing a disparity between mobile viewing growth and corresponding ad revenue dollars, which is called the “mobile gap.” This imbalance between time and revenue has drawn the attention of major news outlets and was widely discussed during my visit to the AdMonsters Publisher Forum in Charleston. Publishers large and small are feeling the squeeze as they struggle to maintain ad dollars as their audiences shift to mobile. Many are realizing that mobile is different and those differences matter when it comes to capturing mobile ad spend.
In many cases, publishers are depending on a disproportionate growth in mobile ad revenue to recoup their investment in mobile sites and apps. The development of native mobile apps and web sites can require significant upfront costs. Furthermore, publishers are often troubled by a market dynamic in which the online mega-platforms are capturing a large percentage of advertisers’ mobile spend.
Many premium publishers now directly compete with these large players for both brand and performance advertising budgets. They are left wondering if they should trust those same large platforms to monetize their own inventory. Is it a case of the fox guarding the hen house?
Now more than ever, the market is in need of independent mobile-focused advertising solutions. Millennial Media bridges the mobile gap for publishers, and we’ve done so since 2006 with our growing team of mobile experts. With our help to maximize the shift from desktop to mobile, our publishers are best positioned to succeed. We make mobile simple — and profitable — for our partners.
As I repeatedly heard at the AdMonsters Publisher Forum and on a daily basis from my publisher partners, there is a high value placed on having a mobile expert in your corner to prevent a fall into the mobile gap. Publishers want and need an objective partner committed to their mobile success. I am proud to have helped build a "mobile bridge" for publishers along with my colleagues at Millennial Media.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.