While mobile is hardly new, it was not until last year that the advertising industry was officially required to adopt a brand new marketing medium – Mobile Advertising. It barreled onto the scene, took center stage, and quickly cemented itself as the marketing medium of the future. The mobile industry had plenty to celebrate in 2012 as the fabled “Year of Mobile” had finally arrived but its arrival also caused disruption, particularly for online publishers.
During a period when online publishers were already improvising monetization efforts to compensate for the rise of programmatic buying, mobile introduced yet another variable that would further complicate the situation, forcing a shift in focus. Already squeezing every last cent out of online CPM’s, mobile traffic immediately made its presence felt as online audiences were no longer restricted to a computer screen as a means of accessing their favorite digital content. As a result, mobile traffic began cannibalizing impressions from the desktop impressions, further impacting an already depleting bottom line. Digital publishers reliant on online advertising revenue were suddenly dealt with a brand new form of supply to figure out and monetize immediately, or face a slow death at the expense of mobile's rapid growth.
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In 2011, the world witnessed the iPad become one of the year’s most popular gift items. Now that more affordable tablets - such as the new Kindle Fire – are coming to the market, it’s no surprise that a recent study by the Pew Research Center found that tablet and E-reader ownership has nearly doubled in the U.S. over the holiday gift-giving period. As the surge in tablet use continues to grow, some publishers are looking to leverage the popularity of tablets through strategic partnerships.
Two examples point to the trend of publisher/tablet maker partnerships. MediaPost reported that Barnes & Noble joined forces with The New York Times to offer consumers who buy a digital subscription of the newspaper on a Nook $100 off of a Nook Simple Touch or Nook Color tablet. AdAge reported a slightly different model, with the announcement that News Corp’s The Daily app will now be available on certain Verizon-marketed devices. Consumers that already own a Galaxy Tab will have access to The Daily app through a software update. Both approaches aim to incentivize tablet purchase and increase app usage.
Since tablet maker/publisher partnerships are relatively new, we will have to wait and see how this seemingly... Read more
All Things D says look out for "a major reorganization of its management structure" on Wednesday. Like the Obama admin, Bartz is looking to "roll back a variety of previous organizations" by Jerry Yang and Sue Decker.
Look for the new Yahoo to follow a "more traditional" top-down structure. A shock to the system that may be just what the doctor ordered.
Insiders tell Silicon Alley Insider newly appointed Yahoo! CEO Carol Bartz is looking to "simplify Yahoo's decision-making process" and cut the bloated management staff. And while she "doesn't seem to know the current state of the Internet business that well," said one Yahoo staffer, "she does know how to whip a company into shape."
As far as cracking the whip goes, you may recall last week when Bartz posted a $1K bounty on leakers, a moratorium on the word "silos" and said it was time to "work hard at starting meetings on time."