Online Publishers to Roll Out, Sell More Mobile Display Ad Space

With consumer interest in the mobile space showing no signs of slowing down, publishers are scrambling to get inventory up and ready to sell. In the rush, the emphasis is mostly on display ads. While consumers have noted that this format is not as persuasive as others, publishers want to have something to offer marketers who are anxious to connect with shoppers.

Nearly 95% of media sales reps report that clients are ready to buy mobile ads. This interest is prompting over 80% of publishers to make inventory available. Here are the kinds of ad products that online publishers will have their reps selling through the end of the year:

  • Online display ads 94.3%
  • Mobile display ads 85.7%
  • Daily deal 62.9%
  • Facebook ads 34.3%
  • Search ads 28.6%
  • Other 2.9%

This growth in inventory has been so rapid that the number of publishers offering availability in mobile is now only 10% points lower than those in the traditional online space. But the transition to mobile isn’t without wrinkles.  Sales reps are ready to sell mobile with nearly 90% saying they are optimistic or very optimistic about the space. But, they need tools and information to impress clients. They are asking for:

  • Ways to show value of digital ads 68.6%
  • Reports that reveal ad performance 51.4%

Reps also note they are seeing interest from local venders regarding mobile advertising. As they gain more confidence and work with additional inventory in the space, sales and competition will increase.

[Sources: Vast Majority of Ad Sellers to Offer Mobile Display. Emarketer​.com. 29 Oct. 2012. Web. 7 Nov. 2012; Singh, Asees. PaperG Ad Sales Exec Survey. PaperG​.com. 16 Oct. 2012. Web. 6 Nov. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.