By Dave Gwozdz on AdAge, Nov. 29, 2011 –
“While many publishers are bringing content to the growing number of mobile users, others still struggle to adapt. Transitioning to the medium in haste, many cut corners, not fully understanding the nuances involved. In advertising, for example, long-form video with sound and automatic-play is effective for desktop users, but fails when delivered on mobile. With seconds to get a mobile user’s attention, intrusive noises and slower-loading video will turn users off.”
“A strategy tailored specifically to mobile is essential. Publishers need to ask themselves a few key questions before jumping in:
- Are we really committed to making mobile a revenue stream?
- What resources do we need to add to maintain it?
- Is there demand from our users — do we have page views on wireless devices?
- Is there demand from our advertisers to buy mobile media?”