Dive summary:
- According to a study from eMarketer, time spent consuming media on digital devices is set to surpass TV this year; while seemingly good news for publishers on the service, the majority of time spent will be on mobile devices, which the industry is still struggling to monetize effectively.
- Mobile advertising doesn't pull in as much revenue as desktop because of lower CPM and fewer ad units per page; desktop usage is actually slated to fall while mobile is predicted to grow fast enough to cause digital media consumption to pass TV.
- Another reason mobile advertising is lagging is that ecommerce is hesitant to invest; mobile commerce still only made up 11 percent of ecommerce sales in 2013.
From the article:
"If analog dollars become digital dimes, then mobile is getting the pennies, which is why the mobile ad business has been colonized by efficiency-driven direct-response advertisers and app install ads. Yes, LowerMyBills is back, but this time they're buying mobile."