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Time Inc.’s Mobile Revenue Growth Outpaced its Mobile Traffic-Sol Masch

Tags: mobile

“We’re getting great engagement from our Mobile ads because we’re using our data to reach the right people”
Source: Mobile Marketer

 Interactive advertising experiences have played significant roles in Time Inc.’s mobile ad revenue thereby making its revenue growth to outstrip its mobile traffic growth. It jumped 100 percent in 2014 year over year.

Executive director of video and mobile advertising at Time Inc. New York, Sol Masch, stated this at the Annual Mobile FirstLook: Strategy 2015 Conference while presenting a paper on, “How Mobile Became the Largest Digital Platform for the World’s  Leading Magazine Publisher.”

Sol Masch said the media giant had optimized its content for mobile channel which paid off, placing Time Inc. in the number ten spot in media in comScore’s Multiplatform Report from November 2014.

Mobile Marketerquoted him as saying, “Over the past two years, from a percentage standpoint, Time Inc.’s mobile revenue growth has actually outpaced its mobile traffic growth.
“We’re getting great engagement from our mobile ads because we’re using our data to reach the right people that are most likely interested in the particular content.

“By delivering our content to the exact right audiences, we’re able to raise engagement levels up and drive the best results possible on a national scale, because we’re able to find our audiences no matter where they go on their mobile phones,” Sol Masch said.

Using Audience Data to Increase Engagement

Time Inc. has been using audience data to boost engagement. It does this by delivering the right ads to the right user at the appropriate time.

By tapping into the potentials of audience data, the media firm is matching such data with social networks, third-party apps and sites to deliver sponsored content experiences to its audiences outside the environments of its own sites which have been responsive. We could see that in Nestle’s Outshine campaign.

Time Inc. and Nestle came up with an ad unit containing both Nestle brand messaging and Real Simple content and delivered the ad to Real Simple’s audiences even as they visited sites and apps beyond Real Simple’s own site.

Time will Continue to Improve on Digital Innovation

Last year at the Mobile Shopping Summit 2014 in Litchfield Park, Arizona, Masch spoken about how the Time Inc. has been using third-party data and what is trending on social media for more targeted editorial and advertising experiences.

“In the past year, Time Inc., has continued to innovate by creating new solutions to increase ad engagement even further on the mobile platform,”Mr. Masch said.

About the organizer: Mobile Marketer

Annual Mobile FirstLook: Strategy 2015 Conference is brainchild of Mobile Marketer, a leading news publication covering mobile marketing, media and commerce whose goal is to help readers and marketers understand how the mobile channel can be used alone or in conjunction with other channels for branding and customer acquisition and retention purposes.

Reference:

http://www.mobilemarketer.com/cms/news/media/19552.html


This post first appeared on Mobile Banking Watch (MBW), please read the originial post: here

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Time Inc.’s Mobile Revenue Growth Outpaced its Mobile Traffic-Sol Masch

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