Many publishers have developed mobile apps that deliver a better user experience than their mobile Web sites. Getting people to use your app instead of your mobile Web site can increase user engagement with your publication.
Using different deep linking techniques to link to content within your app is one way of increasing traffic to your mobile apps and establishing app reading habits with your users.
In an ideal world, there should be no difference between an “app link” and a “Web link.” Links should simply work no matter what device or platform you are using.
The device should know whether to open the link in an app or in a Web site depending on the user’s preference. It should be possible to ......[more]
11 November 2014 · by Lorna White
We can all relate to the fact that technology is part of our lives. Perhaps, this means that “mobile” needs redefining as we now live in a world where everything is becoming connected to everything.
Technological advances are continuing, and at a fast pace. Considering the first iPhone was introduced in 2007, it’s clear that innovations are consistently happening.
We are now getting to a point where recent developments mean technology is becoming more of a utility. Today there are 10 billion connected devices, and it’s predicted that by 2020 there will be 50 billion (eMarketer report 2013).
There are a number of areas in which big tech innovation is happening or is not far off, in ways that are likely to change the way we interact in our day-to-day lives as well as becoming more engrained with them.
The recent release of the iWatch has brought wearable technology into ......[more]
02 November 2014 · by Stefan Savva
Publishers look at many ways to increase content relevance, such as time of day and user behaviour. But understanding the precise location and context of readers and then delivering services at scale has generated a lot of excitement over the last couple of years.
Traditional news publishers created their original business model, long ago, on having a competitive advantage of a geographical boundary. Those publishers were either the first or the best provider of news to the region of [insert place name here.]
The Internet eroded some of that geographic advantage, but the winners in the upcoming battle for location and context will be the publishers that can leverage contextual content.
Contextual advertising has been around for more than a decade and is based on the premise that adverts are automatically selected and inserted into a page based on the page content. Mobile is bringing contextual content to the real world with the ability to link real activities back to content and services via a smart phone.
The question facing publishers today is ......[more]
26 October 2014 · by Chuck Blevins
“When everyone’s super, no one is.” – Syndrome, “The Incredibles” (2004) (I’m sure he meant “mobile.”)
Many media players are still positioning their digital efforts counter to their legacy platforms as being “mobile first.” Not only does this ignore digital reality, but it’s often just code for, “we’ll publish online before print.”
The ubiquity of wireless connectivity across the spectrum of wearables, phones, tablets, and laptops, coupled with the growth in usage of these devices, makes “mobile” the default digital mode.
Additionally, cloud services and OS features further blur the line between mobile and wired. No longer can we presume any device beyond a desktop computer is not mobile (and even then it’s questionable with <a title="small units like ......[more]
19 October 2014 · by Mark Challinor
Newspapers have traditionally been somewhat slow to adapt to new technologies. However, there is now a stark realisation from us all that print is no longer the be all and end all.
Readers consume content anytime, anywhere, and the plethora of ways to do so grows by the minute.
The coming Internet of things makes it a truly connected world 24/7, where we are now identified by geo-location or an IP address.
Media companies now get that they can’t just continue to run their businesses the same way they’ve done so for years. They also realise the role interactive technologies are playing and that they will continue to play a big part in future business models.
The trick, though, is how to monetise this new world.
As print revenues decline, digital monies are not replacing them fully yet. Mobile, for example, is seen by many as an “add on” and not the ......[more]
13 October 2014 · by David Murphy
The latest IAB/PwC ad spend figures for the United Kingdom, released last week, reveal an industry in rude health.
In the first half of the year (H1), mobile racked up US$1.14 billion in advertising revenues, up 68% from the corresponding figure for H1 2013. If last year’s pattern is repeated, where the total 2013 ad spend was 2.3 times the H1 figure of US$689.3 million, then we are heading for a total UK mobile ad spend figure for 2014 of US$2.65 billion.
That would be a 60% increase on the total figure for 2013 of US$1.65 billion, three times 2012’s figure of US$845 million, and 43 times the 2009 total of US$60.4 million.
Mobile now accounts for 20% of UK digital ad spend, compared to 14% a year ago. And of the US$636 million spent on advertising on social media channels, 53% (US$336.8 million) is accounted for by mobile, reflecting (though slightly less than) the proportion of ad revenues that Facebook and Twitter see ......[more]
05 October 2014 · by Dirk Barmscheidt
Later in the 2000s, the first apps, formerly called clients, tried to establish more style, user experiences, and different ways of presenting content. But the HTML solutions always won with respect to production costs, distribution, and availability
When Apple and Google created a standard for the app developer and, at the same time, developed a vibrant market, HTML was on the defense. In 2012 and 2013, HTML5 was the solution, but now ......[more]
30 September 2014 · by Padraic Woods
There is no doubting the power of push notifications to generate instant spikes in traffic to your app.
Push notifications have proven to increase user engagement and loyalty to a publication. They can help with conversions and customer retention, and they can simply remind the user of how great your app and content is.
According to Localytics, push notifications drive 88% more app launches, 52% of people opt-in to push notifications, and users who enable push have a retention rate that is nearly three times higher compared to those who disable push.
The users who accept push notifications are some of your most loyal customers. Who else would care enough to download your app and give you permission to interrupt their day at a time you deem appropriate with a notification you feel is relevant to them? This even happens when the app is not running and the screen is locked.
This is an incredible act of trust. This trust, if betrayed, is difficult to win back. This is brilliantly portrayed by Breaking News in this video:
Push notifications are an incredibly powerful tool used to communicate directly with your most valuable customers. But with great power comes great responsibility.
A poor push strategy can, at best, result in users ......[more]
18 September 2014 · by Lorna White
Digital media has long provided retailers and advertisers a way to encourage users to “add to basket” directly from advertisements, pushing consumers further and further down the purchase funnel.
The beauty of this is that each interaction and eventual purchase can be tracked, therefore impacting future campaign planning and optimisation.
The introduction of mobile into the channel mix, not just for in-store research but also long-anticipated conversion payments through mobile, could spell a huge shift in retail and, therefore, the advertising industry.
The launch of the Apple iPhone 6 and Apple Watch could result in the biggest shift in consumer behaviour to date, as these new devices include Apple Pay. The inclusion of near field communication (NFC) in the devices is likely to boost the mobile payments sector, which so far has not had a huge impact despite the fact that Android, Windows, and Blackberry smartphones have the technology.
Apple has created a ......[more]
15 September 2014 · by Stefan Savva
Smartphones disrupt the way jobs, businesses, and entire industries work.
While the publishing industry often tends to focus on disruption within its own ranks, there are many other industries in a similar position.
Some jobs are more vulnerable than others, but even with slow-to-disrupt industries, such as service or experiential businesses, mobile is not just enhancing the experience; it’s completely rebuilding the customer acquisition and retention layers.
Below are just a few examples of businesses being disrupted by smartphones.
- Camera retailers — Consumers have firmly shifted their photo-taking preferences away from digital cameras towards more convenient image-snapping products such as smartphones. This shift has slashed revenue from the camera industry and forced a downward trend on sales of compact cameras, leaving the Australian photographic retailing industry declining at ...