Social Media & Content Specialist.
One topic dominated the Mobile World Congress in 2016: Mobile Disruption. There was hardly any discussion without mentioning the heavy transformation currently happening with the shift in user habits from desktops to mobile devices. This development especially affects publishers as their return on media investment is dropping.
During the panel discussion “News & Content on Mobile: New Trends in Consumer Consumption“, it became obvious that publishers and advertisers are severely affected by the mobile disruption. Jimmy Mayman, President of Content & Consumer Brands at AOL, explained that already 70 percent of the visitors visited AOL webpages (i.a. Huffington Post, TechCrunch, Engadget) via mobile devices. Allie Sisson, Vice President Emerging Products at Condé Nast (i.a. GQ, Vogue, Wired), added that she was sure about one thing: Due to the rising mobile use, 2016 will be the most exciting year for mobile content. Overall, the mobile use has surpassed the desktop use long ago. Although, publishers give their best to create a spirit of optimism, there is no reason to celebrate. Still, the desktop use generates more ad revenue than the mobile use does. In concrete terms: their ad revenue will drop with the shift to mobile devices.
The phenomenon is old and the reasons are commonly known:
On top of that, mobile ads annoy consumers if they’re not relevant to them. They not only annoy them but eliminate the primary goal of their visitors: the consumption of content. Since the technically supported integration of ad blockers in Apple’s iOS standard web browser, the use of ad blockers became popular. Even Android supported devices offer ad-blocking solutions.
It seems that the situation is as obvious as depressing for publishers: the mobile gap will increase and ad revenue will decrease further. Publishers need to react immediately.
How SAP XM can change that
SAP XM offers publishers the following solutions: