My employer, Taboola, recently announced a partnership with NBCUniversal News Group in which NBCNews.com, TODAY.com, MSNBC.com and CNBC.com will work with Taboola to develop iterations around the Taboola Native ad server. Here’s more from coverage in Mediapost.
Here’s my recent opinion piece for Mobile Marketer Daily (they also ran it in Luxury Daily and Mobile Commerce Daily). I took the opportunity to look at the evolving state of mobile advertising and user experience. Consumers hate the experience, brands wish the formats served them better, and publishers are largely dissatisfied with their revenue from mobile traffic. Let’s face it, it’s been a pretty crappy for a long time and we can – and must – do better. This is especially true as more consumers employ ad blockers. I believe we can do better by focusing on formats that don’t interrupt less and are more relevant by being better personalized than they typically are today.
After almost 11 years in mobile content and advertising, I think I can finally stop apologizing about mobile ad spend. No longer will I endure the the snide question: “Is THIS the year of mobile, Nevins?” I was definitely too early – which is the same as being wrong – but I was able to peek around the corner a little earlier than some. The insights that peek provided helped me help a few companies convert very well on the mobile opportunity. Maybe I was prescient? More likely, I was just lucky. Now I’m wondering: What’s the next thing?
Here are some charts on mobile ad spend in case you still haven’t gotten the message yet. If you still don’t believe me, there’s nothing more I can do 😉
According to Gartner Research, mobile commerce is set to move from its current 22% share of digital commerce to 50% within two years. At a current rate of 22% of all digital commerce, ignoring mobile is risky. At 50%, ignoring it will be malpractice. It’s amazing how many players still haven’t fully optimized a mobile path to purchase. Where will your company be in two years?