If more consumers are reading about breaking news on their mobile devices, how can publishers and marketers optimize the delivery of advertising in the channel? This is a question enterprises should be asking in light of newly released information which shows the rapid growth of the mobile news audience. Fortunately, the report provides advice on how to target these consumers.
The legions of consumers wandering around with their attention directed at their mobile devices are often checking the news. But analysts at Mojiva, in their State of Mobile News Consumption report, point out that the mobile news experience is far different from the one consumers get while reading a traditional newspaper or watching TV. The mobile news report is the equivalent of a sound bite. Mobile devices serve as the primary news update tool for 24% of U.S. consumers. About 30% say they use their mobile device, smartphone or tablet, to access breaking news stories. While 70% of tablets check for news information twice a day, about 61% of smartphone owners do the same.
The good news is that over half of these obsessive news checkers notice ads – 67% of those who own smartphones and 54% of those who own tablets fall into this category. The catch is that the ads will get more attention if they relate to the news story. Here are the top reasons consumers give for noticing mobile ads:
- Personalization/relevance 25%
- Humor/entertainment 19%
- Interesting content/information 15%
The not-so-great news from this report is that fewer than 4 in 10 consumers are interested in paying for a mobile news subscription. This economic reality means publishers must work hard to make the advertising revenue covers their costs.
To learn more about Smartphone Users, check out the Audience Interests & Intent report available on the Research Store at ad-ology.com.[Source: State of Mobile News Consumption. Mojiva.com. 4 Dec. 2012. Web. 12 Dec. 2012]