May 10, 2013

NEW YORK – A Time Inc. executive on the 2013 MMA Forum said that mobile’s opportunity for the publisher revolves around creating great contextually-relevant content and finding new advertising opportunities with creative.

During the “Putting the Puzzle Pieces Together: How Strategy, Data, Creative and Media Come Together to Deliver Measurable Results” session, executives from PayPal, Pinsight Media+, Digitas and Time Inc. discussed the promoting implications around how consumers access content. Additionally, the session presented a glance at a number of the challenges that the industry faces going forward.

“Our audiences are moving to mobile incredibly fast, and the advertising opportunity is catching up, but it surely hasn’t quite caught up with the patron,” said Cyrus Beagley, senior vp and group general manager of advertising sales and marketing at Time Inc., New York

“For us, it’s all about content, context and inventive,” he said. “From the attitude of a premium magazine publisher, mobile is all about engaging content experiences, engaging brand experiences all within the right context.”

Publishing for mobile
According to Mr. Beagley, everything that point Inc. does in mobile puts consumers on the center.

The three pillars of Time’s mobile strategy are around reimaging editorial content for the longer term, discovering the patron value with every mobile opportunity and finding new advertising solutions.

Time Inc.’s audience reaches 20 million monthly mobile unique Web users and 18 million monthly unique tablet Web users.

Time Inc. has 18 mobile Websites, 24 tablet magazines, 12 smartphone apps and nine tablet apps.

When it involves content and context, it’s critical that publishers think ofyou’ve got how consumers will primarily access content.

For example, clone of other publishers Time Inc. sees mobile page views grow within the day, desktop usage peaks around noon and tablet usage is highest at night.

Additionally, research has shown that customers access mobile content as much as 40 times per day, meaning that keeping content quick and straightforward for consumers to access is prime.

There also are big differences between smartphones and tablets. Smartphones discuss found time while tablets are about me time, per Mr. Beagley.

“We are really given that great content within the right context drive tremendous engagement,” Mr. Beagley said.

Time Inc. can be keen on the creative aspect with its advertising solutions with cross-platform solutions to make it easier for marketers to promote at scale.

Additionally, lots of these ad units are native to the location or are incorporated into contet. As an example, one of several ad units is a locked banner that stays in place as consumers scroll down the screen to maintain the logo top-of-mind for readers.

Mobile challenges
Marketers are increasingly investing more in mobile ad spend, in keeping with Chia Chen, Long island-based senior vice chairman and North American mobile practice lead at Digitas.

Between 2011 and 2012, Digitas saw an 400 percent in mobile media investment from brands.

Three reasons caused the spike in mobile spend – better creative, an increasing mobile audience and growing engagement with mobile devices.

Marketers have become better at benefiting from the mobile device’s built-in capabilities, corresponding to rich media from an inventive standpoint.

Additionally, incorporating branded experiences into mobile games – reminiscent of how M&M’s wove itself into the mobile game Angry Birds – are particularly effective.

In the past year, targeting has also improved for mobile.

Although mobile spend grew significantly in 2012, marketers ought to be prepared for spend to work out a smaller percentage growth this year, per Mr. Chen.

To unlock the subsequent growth of mobile, three things might want to change around data and inventive.

The first is reaching consumers in targeted moments.

Time plays an enormous role in how marketers should target mobile users. An ad for Taco Bell is probably going not to be effective when served after lunch, as an instance.

The second challenge is around creating native advertisement opportunities at scale.

Being ready to place sponsored content that fits a consumer’s reading habits could be incredibly effective. The trade-off though is that native ads are labor-intensive and don’t reach a large audience.

The final challenge is around performance. Having the ability to track a consumer’s behavior across screens will give marketers a much better perspective on ad effectiveness rather than solely gazing conversions which are made on a mobile device.

“I think among the many things that we’re improving at is having the ability to select and target specific audiences,” Mr. Chen said.

“The thing that we’re still missing is with the ability to combine that with having the ability to target specific moments which are relevant,” he said.

Final Take

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