Local Publishers: Selling Ads for Mobile

9 Oct

Publishing isn’t an easy road in 2012. At TourSphere, we speak to lots of publishers looking to diversify their revenue streams, provide more robust advertising options and provide different products for their  readership. In fact, eMarket predicts that mobile ad spending for 2012 will hit $2.6 billion — 80% more than the spend in 2011.

One area that local publishers are finding cost-effective is creating mobile tours that align with the content of their local newspapers, magazines or tourism publications. By providing this accompanying mobile tour, publishers can highlight advertisers, special events or locations around town — and can be appealing to both regular readers and tourists, depending on the content in the app.

But how to best monetize this type of app? With advertising, of course. A mobile tour app that accompanies a newspaper or magazine has the advantage of having a built-in stable of advertisers, but how do you convince those advertisers that adding to their package with mobile makes sense?

If you’re putting together your mobile advertising media kit, we’ve got some great statistics and ideas for you to include.

  • Mobile offers multimedia opportunities. Because TourSphere is equipped to include photos, audio and video, you can create a multimedia ad for your advertiser. Promoting a local restaurant? Geo-locate them directly on your interactive map and do a one-minute video interview with the chef. That is powerful advertising.
  • Mobile offers measurability and feedback. Through a TourSphere app, your advertiser can get customer feedback, or just check out the analytics of the app to see exactly who is utilizing it and from where. The visibility and measurability is a standout trait of mobile advertising.
  • Mobile puts you where the customer is. According to TMP Marketing and Comscore, 75% of mobile searches have local intent, and 37% of local mobile searchers visit the advertiser. A Texterity study showed that 40% of mobile users have made a purchase as a result of a mobile ad, and XAd shows that 52% of mobile ads result in a phone call.
  • Mobile demands immediate action. Mobile Marketer recently found that mobile coupons get 10 times the redemption rate of traditional coupons. And while 70% of online searchers will take action on an ad within a month, 70% of mobile searchers will take action within an hour.

Are you selling mobile advertising? What are your selling secrets?

2 Responses to “Local Publishers: Selling Ads for Mobile”

  1. nerdinsider October 9, 2012 at 10:10 am #

    Reblogged this on nerdinsider.

Trackbacks/Pingbacks

  1. History and Technology: A Perfect Marraige « TourSphere Points of Interest - November 16, 2012

    […] The Newport Historical Society is dedicated to collecting, preserving and sharing items from Newport’s past. Their mobile app allows the public to peruse news, events, offerings and resources and take a step back in time. Guests can also virtually visit the Museum and Gift Shop through their phone. The app, sponsored by a local Real Estate Company, is a great example of monetizing a mobile app and providing a local company great exposure to their target audience. We’ve got some more helpful tips on this topic here. […]

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