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Radio Not Alone in Struggle to Drive Digital Revenue

10-1-2012

In today's Advertising Age Jason Del Ray explores the challenges other industries are having trying to understand how to generate meaningful revenue online without cannibalizing offline products. The piece is called "Will Mobile's Massive Revenue Growth Ever Equal Real Revenue?" He writes, "If publishers once lamented that offline dollars turned into "digital dimes" as content and audiences moved to the web, here's what might be keeping them up at night: Digital dimes are turning into mobile pennies." As consumers spend more time with their mobile devices, the smaller screens are presenting a challenge for all advertisers.

Del Rey writes, "If publishers once lamented that offline dollars turned into "digital dimes" as content and audiences moved to the web, here's what might be keeping them up at night: Digital dimes are turning into mobile pennies. The effective cost per thousand impressions on the desktop web is about $3.50, according to data crunched by Mary Meeker, partner at Silicon Valley venture-capital firm Kleiner Perkins Caufield & Byers. On the mobile internet? A whopping 75˘."
 
Other industries are also dealing with a challenge similar to radio, having properly trained salespeople. "In many cases, this growth has caught publishers unprepared, with sales staffs often lacking the necessary training or clear strategies to monetize mobile audiences. In a rush to cash in on this shift, others are often relying on what they know best: the banner ad, which is proving to not be much better."

You can read the entire Advertising Age article HERE



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