TMCnet News
Mobile Traffic Growth Drives Magazine Publishers to Shift Mobile Strategy During 2015Mobile web readers have increased significantly over 2015 and are driving major changes for publishers and media companies, shifting focus to mobile strategy. According to the MPA - The Association of Magazine Media, during 2014 and 2015 U.S. magazine audiences rose 10% to approximately 1.66 billion. Audiences are spending less time reading the print magazine editions and are beginning to spend more time on their mobile devices, looking for easier and faster means to access content. (eMarketer) In fact, 26% of magazine readership now comes from mobile or tablet devices, which is an increase from 18% in July 2014. On the contrary, desktop audiences have decreased from 16% to 15%, demonstrating the need for publishers to optimize their mobile sites and address those current market trends. Marfeel, an ad tech solution that revolutionizes the way publishers create, optimize and monetize mobile websites, has experienced a 300% growth in mobile traffic with over 100M users now visiting its tier-1 publishers' mobile sites, monthly. "Our data is illustrating how mobile is driving growth for publishers and iterates the importance for publishers to have a clear mobile strategy that supports this growth and encourages deeper user engagement," says Xavi Beumala, co-founder nd Chief Executive Officer at Marfeel. "Publishers need to have a 'mobile first' approach to their digital strategy, pushing for improved site speed, readership, engagement and ad clicks. Developing a comprehensive mobile strategy is no longer an option for publishers, a well-constructed mobile approach is a necessity to keep publishers competitive and on the grid." Since many news sites have been struggling to optimize their mobile sites and adapt to the unique user experience that mobile requires, a clear mobile strategy will be a key driving point for publishers looking to achieve market leadership. Publishers are finding that mobile users aren't staying on news sites as long as web users do; nor do they click ads as often on mobile devices as on desktops. The challenge is making mobile versions good and appealing enough that readers spend as much time as they do on desktop. "While most publishers have access to substantial amounts of user data, they still have yet to leverage this information to improve their ad monetization results. Harvesting this information, combining it with smart ad-tech technology and dynamic UX design has proven to be crucial in changing mobile website performance for our publishers," says Beumala. An effective mobile tactic, applied by the Marfeel solution, has been adaptive - native mobile design - an approach to mobile design that optimizes user experience and maximizes potential ad revenue. The first layer necessary for mobile is responsive design, which makes a mobile site dynamically reactive to the mobile user by adjusting layout - contributing for easy reading and navigation, across multi-screens. The next layer that news sites should adopt focuses on monetization. Adaptive design brings a mobile site to a new level by analyzing publishers' unique audience - user habits, behavior and usage patterns- and adjusting a mobile site layout for the individual publisher's unique audience, keeping readers engaged longer and pushing for maximized monetization results. About Marfeel Marfeel is an ad tech platform that revolutionizes the way publishers create, optimize and monetize mobile websites. Marfeel's proprietary technology analyzes publishers' unique audience - user habits, behavior and usage patterns- and dynamically adjusts the mobile site layout to maximize readership, engagement, page views, loading time and ultimately ad revenue. Marfeel's exclusive partnerships with over 20,000 global ad networks and exchanges, ensures top-paying ads from premium advertisers. Selected Marfeel customers include: MensHealth (FR), National Geographic (FR), Elle (MX), ABC (US), and PopSugar (US). Marfeel is backed by strategic investors Nauta Capital, BDMI, Elaia Partners. To learn more about Marfeel, please visit www.marfeel.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20150908005539/en/ |
