Smartphones have become the dominant platform for consuming most types of content. Always at hand, these portable computers are the main drivers of social media and have officially been deemed the most popular method of going online. According to business analysis company PwC, purchases of digitally published content are expected to rise to $1.4 billion in 2017.
Even though digital publishing is growing at a clip, advertisers are leery of sending their ad dollars in mobile’s direction. PwC projects digital advertising spending to grow slowly, reaching only one-quarter of all advertising spending by 2017. That’s because ad blockers are exceedingly common: estimated loss of global revenue resulting from blocked advertising in 2015 was around $22 billion. Furthermore, research has shown that consumers summarily ignore online ads when they are using their smartphones.
To avoid ad blocking and drive readership to their sites, publishers are investing in native advertising. Native ads, such as videos and articles created by advertisers that mimic the website’s style, are valuable because they slip by ad blockers. Yet even native advertising faces the challenge of drawing readers.
Boosting Advertising Outcomes
Publishers don’t have to wait for consumers to search and discover their content and native advertising. They can take advantage of in-platform tactics that can attract users and encourage their engagement. These savvy tactics include:
* Push Notifications: Users who opt-in to push notifications receive messages from publishers on the main screen of their phones and not only when they are inside the website or app. Push notifications allow publishers to engage readers when they are not using the publishers’ platforms. Interesting headlines induce users to click and enter publishers’ websites, exposing them to both content and advertising.
* Interactive Push Notifications: These push notifications add action buttons to messages that show up on users’ home screens. With a swipe, users will be exposed to action buttons that allow them to interact with the messages without having to open the app. These include any type of typical online action, such as: call, share, like, subscribe, register, or remind me.
* Segmentation: New software advances allow publishers to segment their users into groups, based on their level of engagement with disparate types of content. Once they know which type of content a user reads, publishers can send personalized notifications and adjust advertisement styles according to user. Knowing what their customers want, based on their engagement data, and then providing targeted content are ideal ways to keep readers engaged.
Digital publishing is a challenging field, in that customers usually don’t pay for content. Taking advantage of digital tools will help publishers succeed in attracting readers and advertisers.