News publishers’ mobile advertising revenues can get new boost

With brand recognition and trust already in place, apps from news publishers are ideally placed to extend their functionality beyond the core. This lets news publishers take advantage of both new mobile advertising revenues and engagement possibilities, enabling them to reclaim income lost as eyeballs move to the harder-to-monetize mobile platform. For example, a publisher with 150,000 daily active users in Europe could make extra annual revenues of more than $280,000, whereas one with 300,000 daily active users in Asia would make an estimated $360,000. Finally, the revenues will go to those providing quality content.

Readers are rapidly going mobile. Although their audiences are moving to the medium, news publishers have been struggling to generate revenues from their mobile efforts, however. Mobile advertising revenue is going to tech platforms such as Facebook rather than to those producing content.

The physically smaller space available on mobile creates problems which stifles mobile advertising income, notes an overview of the issues in Ad Age. There simply isn’t room for as many ads on mobile, and the impact per impression is reduced due to diminished viewability. News publishers are working to get around the issue with native or customized ads, but Google’s introduction of Accelerated Mobile Pages (AMP) has resulted in reduced revenues for some since AMP does not support customized ads.

Yet news publishers have clear advantages that can be used effectively both to ensure users stay engaged and to build additional revenues. Users downloading an app from a publisher will typically already have a relationship with the brand, making the mobile brand strategy planning easier. A producer of quality content also has good reason to periodically alert users to new, relevant content.

New functionality for additional impressions and revenues

The existing brand relationship makes news publisher apps ideally placed to extend the functionality of their apps. Caller ID is a valuable service showing a user who is calling. It helps protect users from spam- and bot-calls, which can be immediately rejected. By adding free white-label Caller ID functionality to their Android app, a news publisher provides users with a benefit and gets additional mobile advertising inventory, linked to phone calls.

Ads appear on the post-call screen, which shows the user the details of the call they have just completed. The targeted ad on this screen generates direct, daily income for the app-owner. On average, the Calldorado Caller ID mobile advertising SDK serves 150 ads per user per month. This means that a European news publisher with 150,000 daily active users could add $280,000 to its annual mobile revenues, a news publisher in the US, $605,000 with the same audience, and in the rest of the world, $110,000.

The post-call screen can be branded by the news publisher, enabling it to build their mobile brand strategy by providing a new mobile touch point. The Caller ID screen also features an engagement field, which the news publisher can use for personalized, content-driven messages bringing the user back to the core app.

By unobtrusively engaging audiences and bringing them back to the core app, the ads there can also drive further mobile advertising income.

The user stays in complete control of each feature of the service and can modify it at any time through settings.

Engagement beyond breaking news alerts

News content producers have reason to send users push notifications, but this must be done sparingly. Recent research from Reuters Institute of Journalism, using quantitative and qualitative user surveys, found that 72% of those receiving news alerts value them – but only between 24% and 39% in the four countries surveyed receive them. Among those who don’t, 43% cite reasons of overload – fear of getting too many alerts and getting interrupted. “The always-on nature of the device makes many people feel persecuted by alerts,” states the report. Too many alerts can even cause users to uninstall apps.

Engagement messages on the Caller ID screen are unobtrusive, since they are there when people are looking at their phone anyway. This makes it an ideal connection point for a news publisher, which can use the space for personalized alerts for relevant content without interrupting or irritating the user. This can be done either in addition to or instead of pushed alerts. It enables the app owner to keep push notifications to a minimum – focused on the most urgent relevant stories.

Adding functionality to an app provides several clear benefits and news publishers are well-placed to capitalize on these. It’s about time that news content producers got their fair share of mobile advertising revenues.

Contact our Chief Sales Officer Michael Svendsen to find out more about the opportunities Calldorado offers for news content publishers or use our advertising income calculator for an estimate of how much revenues the Calldorado Android SDK can generate for your app.