It's not rocket science, writes John Wilpers, editor of the Innovation in Magazine Media 2016-2017 World Report. You don't need a crystal ball to bet on this sure thing: Mobile is the future of content consumption.
Go mobile-only and replace those stupid desktop ads with mobile-friendly formats and contextually relevant ad messages, he writes.
A mobile-first strategy is all about timing; it has nothing to do with platform-appropriate content. It is (past) time for "mobile-only".
The "mobile-only" approach recognises two immutable realities:
1. By 2021, nearly 90 per cent of all internet traffic will be from smartphones, according to market intelligence company DazeInfo. Mobile will account for 40 per cent of web traffic in 2016, up from just 17 per cent three years ago, according to internet statistics company Statista.
2. Only mobile content and advertising that are totally unique and tailored to the mobile experience will succeed. Consumers are not tolerating desktop content squeezed onto a smaller screen; they want content that matches both the attributes of the platform and the unique expectations of mobile users.
Find out more in the Innovation in Magazine Media mobile chapter extract which includes a size-point guideline on how to create mobile-only content, case studies, and descriptions of each of the International Advertising Bureau (IAB) recommended mobile ad formats,
The 7th annual Innovation in Magazine Media 2016-2017 World Report - buy the complete book here - delivers proven strategies and tactics for the hottest, most important areas in publishing today: company culture, mobile, video, data, ad blocking, micropayments, distributions platforms and trend spotting.
Download the full chapter here (free).
The Innovation Report is a survey prepared by the Innovation Media Consulting Group for FIPP - the network for global media. John Wilpers and Juan Señor, editors of the book, are available to present the case studies included in the report to your teams at your companies. If you wish to bring innovation home, or want to buy a bulk order at discounted rates, please contact Helen Bland at FIPP.
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