Publishers Expanding, Monetizing Their Mobile Publishing Efforts - ABC Study
• There was more agreement regarding buyers’ expectations from mobile advertising. Seventy-four percent of U.S. publishers and 70 percent of Canadian publishers said advertisers would demand more accountability as they spend more money on mobile buys. Two-thirds of publishers said the industry needs to report more detailed mobile metrics, such as access rates and time spent. And 72 percent said multimedia reports like ABC’s Consolidated Media Report will become increasingly important as their portfolios diversify.
About the Survey
More information, including an executive summary of the survey findings and downloadable graphs, is available on ABC’s website. The results of the survey will be further discussed at ABC’s annual conference, “The Integrated Audience: Bridging Customers, Communities and Content,” on Nov. 9 and 10 in San Francisco.
The research for “Going Mobile: How Publishers Are Maturing and Monetizing Their Offerings” was conducted via a voluntary web-based survey held between Sept. 8-26, 2011.
ABC is a forum of North America's leading magazine and newspaper publishers, advertisers and advertising agencies. The organization provides credible, verified information essential to the media buying and selling process. ABC maintains the world’s foremost online database of audited circulation information and a growing array of readership, audience and website usage data. ABC’s digital arm, ABC Interactive, is one of the world’s leading independent auditors of websites and digital ad-based technology.