emedia vitals reporting:
In the publishing and media industry, the New World once was defined by
the migration of consumers and advertising dollars from print media to
Now, however, the New World is mobile, or more specifically, media
consumed via portable, personal and powerful devices like tablets and
smartphones. Our New World is now called “postPC,” as tablet devices
have already outsold laptops this year, and tablet sales are expected to eclipse all computer sales in 2015.
experiences when navigating content designed for a larger computer
screen on a tablet or smartphone sucks. Yes, a site that is specifically
designed for the mobile device they are using is different, but that’s
the point. Users vote with their time and their actions.
Data from our platform shows that readers get comfortable with
tablet-optimized sites over a short amount of time. In fact, between
July and September, our average page view growth across all publishers
that we power grew 48%. That is 48% growth in three months after
launching an optimized site, proving that readers spend more time and
consume more pages of content each month.
First, tablet-optimized formats are different, and by their nature may
have less ad units per page than currently exist on your desktop pages.
This sounds like a good thing for readers (less ads, more content), but a
potentially bad thing for publishers (less ads, less money).
Not so. We’ve learned that by restyling and reformatting content for
tablet devices, readers consume more page views. A lot more page views. A
quick analysis across our publisher platform during the past three
months shows an average of 155% growth in page views per month once
publishers adopt a tablet-optimized version. So let’s say your website
currently gets approximately 250,000 tablet page views per month. The
first month your site is optimized for tablet, those page views may grow
to 400,000; by month two, you’ve reached 525,000 page views, and in the
third month you have 650,000 page views. In a short amount of time,
your tablet-only page views are delivering significantly more ad revenue
because your users are consuming more content and page views.