By Xen Mendelsohn, product marketing manager, Comverse Mobile Advertising.
It’s interesting to see how print media is being overtaken by mobile internet consumption based on recent research from the European Interactive Advertising Association.
It seems smartphones and mobile internet are contributing to the decline in print media, encouraging users to catch up on news via their mobile devices ‘on the go’.
However, not all is lost – there’s still a huge opportunity for the publishing industry here.
Look at the Guardian and Sky News iPhone apps which are incredibly popular for smartphone users and give up-to-the-minute information no matter where the consumer is.
What the publishing industry should do is see this as an opportunity to delve into mobile, while boosting their revenues.
While mobile users have to pay for the Guardian’s iPhone app, the Sky News one is free. This is no doubt partly down to the advertising that goes with the news display on the mobile.
And this is where the money can be made at the same time as giving consumers the chance to save their pennies.
As long as mobile phone internet users have a good quality service and decent smartphone display, mobile advertising could easily be tied into news information dissemination
People can opt in or out of this, depending on whether they want a free or subsidised service.
The mobile operator is key to this taking off, as they own all the relevant information about the consumer.
This will ensure all information is tailored accordingly to reduce the risk of spam and irrelevant ads.
It also allows them to offer incentives such as free or reduced-price mobile services, in return for receiving ads on your phone.
It’s a matter of working together, publishing houses in conjunction with brands who want to advertise in a more modern and personalised way but also getting the operators involved from the word go.
The options are almost limitless, it just requires cooperation.
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