As the smartphone seems to have won the battle for screen dominance, and mobile traffic continues to surge, the monetization strategies that website owners have championed on-line finally face the need to evolve. The web advertising landscape is forever changed and site owners need to take action to catch up with current user behavior and habits.
Does a significant part of your web business model rely on advertising? If so, there are several trends you need to consider so that you can successfully adjust your model to take full advantage of this new environment. Here are a few ideas you can use to fine-tune your website for maximum mobile advertising revenue.
1. First Things First: Get Responsive
You’ve heard this before, but it is so important and worth repeating: getting responsive will dramatically increase the odds of successful mobile monetization, as well help you win Google’s love.
But what if the service or content you are offering is not relevant for mobile? For example, is your website is dedicated to desktop game ranking, or perhaps software installations? The fact that you are unlikely to find your target users on mobile does not mean you cannot successfully monetize them. Whenever the website is accessed via a mobile device, display a relevant screen (such as the one seen here) with a customized message offering your users great mobile services they can try instead.
2. Banner Ads Are an Extinct Species on the Mobile Planet
The static nature of online websites has allowed site owners to allot designated spots to display ad units so that the maximum number of users would see them while browsing the site. As a result of years of reliable, repeatable success, this once high-performing framework has been hardwired into our traditional way of thinking about online advertising. With the transition to mobile as a user’s primary, go-to screen, the user-experience has become entirely different, which means it’s time to get rewired.
It’s important to engage mobile users directly and relevantly by dynamically integrating the units within feeds and mobile menus, presenting them as an integral part of the website experience.
Another mobile pattern that cannot be ignored is the high level of interactivity that smartphones provide. Why not leverage this opportunity to reach better monetization results? Let your users engage by controlling the ads themselves, and see what happens. The ability to scroll through the recommended offers and promotions intrigues users and invites them to check out what’s offered next.
You can create similar widgets by connecting to the APIs of numerous ad networks to pull the best and most relevant brand promotions.
3. CPM, CPC, or CPA?
According to the eMarketer research, mobile internet ad spending accounts for 23 percent of the total digital ad spend in 2014, and will surpass 50 percent by 2018. However, ad spending per mobile internet user is 4X lower than ad spend per online user and does not follow comparable growth patterns.
With these trends in mind, the conventional online monetization paradigm of defining the inventory for sale solely on a CPM/CPC basis is no longer relevant for mobile.
Generating the maximum revenue per mobile user is only possible when the right combination of the offering and the pricing model is applied. Implement high CPM/CPC brand advertising, and offer mobile-relevant content on a cost-per-action basis.
If there is a secret ingredient for cooking up a winning mobile monetization strategy, it is relevant content as an intrinsic element of the marketing mix. This is of primary importance and includes each and every item of content, including the sponsored units. Define the mix that works best for your target market, focus on the advertising experience of your mobile users and champion relevance – always.