Can Apple’s new iPhone solve publishers’ mobile ad woes?
“It’s more challenging on smaller screen to have marketers’ content embedded into the experience,” Jason Kint, CEO of trade group the Online Publishers Association, told John McDermott of Digiday. “Larger screens are an opportunity for brand marketers to be part of the experience.”
Mobile ads have long faced a dilemma. A common complaint among brands has been that smartphone screens are simply too small to accommodate a meaningful advertising experience. Users, meanwhile, have complained that large mobile ads are more disruptive than TV commercials.
But some believe the Apple’s new iPhones and their larger screens could solve publishers’ mobile-advertising woes, providing them enough real estate for ads to be effective but not overly intrusive. The new phones — the iPhone 6 and iPhone 6 Plus — have 4.7-inch and 5.5-inch displays, respectively. The iPhone 5S, heretofore the most recent model, has a 4-inch display. And the larger the screen, the more valuable the ad inventory: The cost per thousand impressions (CPM) of display ads on desktop and tablets is three times that of mobile, according to Kint.
Read the full article at Digiday.