News media companies should look to second wave mobile for revenue opportunities




Mobile devices are changing the digital landscape in an increasingly significant way, according to Mark Challinor, director of mobile platforms for Telegraph Media Group.

Increasingly, more people are using mobile devices alongside televisions and computers.

“It all has its value,” Challinor said. “We truly are a multi-screen generation.”

Challinor talked about the state of the market in response to the second wave of mobile devices.

Mobile usage is expected to surpass desktop use in 2014, he said. However, one of the consequences is the abundance of information that this creates in the digital environment.

News brands should look for the revenue opportunities this expanded involvement creates.

Challinor offered projections for the future that include a mobile dominance, ubiquitous WiFi, and expansion in multi-screen homes.

“People are waking up to mobile more and more,” Challinor said. “There are a lot more opportunities in mobile advertising.”

The constant updating of mobile devices might be seen as less of a help and more of a distraction, Challinor said. He presented two videos, which parodied the built-in obsolescence of Apple, products to support this idea.

An example of mobile use Challinor brought from the Telegraph was that the company created a special mobile afternoon edition during the London Olympics.

“Video on mobile will be our biggest revenue opportunity in the next few years,” he said on the subject of monetising mobile media for the future.

Paulo Mira, president of PHD Mobi, joined Challinor to talk about how far the mobile industry had advanced in the recent past. Things that didn’t seem possible a few years ago are being actualised today, he said.

“There’s no future. The future is now,” Mira said. “And we have to do our best to take care of it.”

Mira defined the second wave of mobile is going beyond apps and understanding the necessity of creating a mobile site. He emphasized that new companies are producing and investing a lot into capitalising into digital media.

Mira said surprising the user with responsive and creative ad design is what mobile advertisers are looking at currently.

In his second turn at the podium, Mira put the spotlight on methods companies are using to find new revenue models such as 2D and QR codes.

Challinor returned to say that in the future he sees that there will be more utilisation of mobile promotion such as ad background takeovers.

“Where the eyes go,” he said, “that’s where the money goes.”

Challinor said only 33% of total digital ad revenue comes from mobile. He believes this discrepancy stems from a need for education and solutions as opposed to adverse attitudes on the parts of advertisers.

Mobile experience defined by convenience can be effortly seamless, easy, and massively powerful, Challinor said.

Otto Sjöberg, the director of Media(r)evolution, introduced the concept of M-commerce, which is the switch from e-commerce to a mobile device.

Sjöberg said that he expects the mobile wallet, or “mallet,” concept to experience sizeable growth in the next few years. He projects mobile wallet transactions to go from 100 billion to 617 billion by 2016.

“The mobile wallet is not just about payments,” he said. “It’s about services.”

Another technology that Challinor presented was Augmented Reality, or AR. He introduced Stephen Shaw to expand upon that concept.

Shaw, CMO and founding director of augmented reality company Blippar, explained that, as an industry, media professionals have a hard time imagining how it is to be a reader and whether readers are interested in using augmented reality.

Shaw demonstrated BlippAR which creates digital content on a mobile device without the use of a QR code.

Challinor also introduced Jon Nevitt, director of product marketing at Quantcast, who spoke about bridging the digital gap with traditional solutions. Publishers do this to offer dynamic, fresh, and census-level data to advertisers.

Nevitt mentioned many companies wish to sell their product across different mediums, but this is a problem because they’re dealing with a lack of visibility.

He stated that metrics for mobile content is important on the audience development side of advertising, and that this is one of the solutions to the challenges bridging the digital gap presents.

All of the speakers emphasised Challinor’s point that the gap in mobile revenue must be closed because by 2020, as it is projected that half the world will be accessing the Web primarily from their mobile devices.

“What’s important is that we add content and continue to add content,” Challinor said.

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