The Portable Nevins

Random thoughts and observations about emerging media tech

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Mobile Ad Spend Charts: Undeniable Validation. I told you so.

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Screen Shot 2015-06-23 at 9.59.33 AM

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 😉

http://digiday.com/publishers/state-mobile-ad-spending-5-charts/

HTML5 Wins – Financial Times Pulls Paid Sub Apps from App Store

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I’ve written about the FT’s excellent HTML5 web app previously here.

After a concerted effort by FT to get its subscribers to switch from their native ipad/iphone apps to the paper’s HTML5 web app, they have now pulled those native subscription apps from the App Store.  Bravo!

While this approach won’t work for all content owners, it clearly sets the stage for others to follow suit.  Those publishers that own – and want to continue to own – direct subscriber relationships, can provision HTML5 web apps that deliver an excellent customer experience directly via their desktop and mobile websites.  No percentage paid to Apple, more fluid development/upgrades, no review process and all the customer data a publisher typically enjoys.

I can’t be sure how many subs the FT has via the HTML5 web app.  PaidContent and Mediapost both speculate in recent coverage, but I can’t glean a clear answer (please help me out if you can).  The FT decision to pull the apps from the store certainly suggests they are happy with the numbers and how they are trending.

It will be interesting to see which publishers follow FT’s lead here.  The NYTimes has a great Chrome web app and others are working away on HTML5 executions of one kind or another.  Apps are not going away, but I predict HTML5 web apps will be a priority for many over the next twelve months.

Xavier Facon – Crisp CTO – on HTML5 Impact on Advertising

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More good stuff about HTML5 from Xavier Facon writing on Read Write Web.

I had the good fortune to work with Xavier Facon while I was VP Sales at Crisp Wireless in the early days of mobile web.  I’ve written quite a bit on HTML5 and the opportunity it creates for publishers.  Xavier makes some good points about HTML5 as a preferred medium for rich media advertising that scales across platforms, handsets, etc.  Also some good points about adserving and metrics with HTML5.

Many of  my clients on the publisher side are making moves toward HTML5 because it solves many of the fragmentation problems associated with silos, applications, and the inefficiencies of current routines for publishing across platforms.  Not a client, but check out FT.com’s HTML5 web app.

It seems clear that this is a game changer – or should be – for many in the emerging platform value chain.  Publishers are taking note and Xavier’s piece should help get some advertisers and ad tech providers moving toward HTML5 as well.

Random thoughts and a few considered observations about emerging media tech

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