It’s never too late to start spring cleaning, even if it’s in July. Sprucing up their appeal to advertisers, publishers are revamping their web properties to keep up with demands and desires. With media moving as rapidly as it does, here are the 3 key trends publishers are honing in on to enhance performance metrics and reach audiences wherever, whenever.
How totally old school does the ‘riiing, riiing’ chime sound to you now? No longer are phones a device built for just vocal communication. The rise of web-enabled smartphones has brought along a wave of useful apps and resources, many of which are catered to (drumroll, please) publisher content.
As more young, digitally savvy audiences turn to their phones for trending news and entertainment, publishers are dolling up for the small screen. Better Homes and Gardens, for instance, recently reported that at least 50% of its 9 million unique monthly visits came from mobile users. With this understanding, the BHG team was quickly prompted to refresh its publisher site with a mobile-first agenda. “We wanted to improve our mobile experience, [and] improve the user experience around content discovery” Lory Stewart, General Manager of Digital at BHG commented on the site refresh.
Today’s advertising and marketing professionals are understandably frustrated by the industry’s lack of viewability standards. Taking a bold stance on the matter, GroupM’s COO of North America John Montgomery plainly asserted, “if an ad can’t be seen, then we can’t expect clients to pay for it.” It’s a logical argument, and one that many media companies are now factoring into their site redesigns. Take GQ, for instance, a company that fervently prioritized viewability when designing its flashy new home page, slideshow format, and grooming section. These developments were produced to maximize its advertisers’ share of voice and capture the GQ audience’s attention. By putting viewability front of mind, publishers are raising their credibility, respect, and profitability amongst hard-hitting advertiser circles.
Hailed as the most engaging medium to connect brands with target audiences, video has become increasingly crucial to the ever-evolving digital conversation. Today, users dedicate 1.16 hours per day to digital video in the United States alone, and advertisers have pounced upon the opportunity to reach this audience. With this understanding, publishers like AOL.com, Self, USA Today, The New York Times, and many more have redesigned their sites to push video content front-and-center.