Publishers say smartphone, tablet traffic up last year, worry about ad blocking

By Jim O'Neill on Sep 07 2016 at 5:30 AM
Publishers say smartphone, tablet traffic up last year, worry about ad blocking

Some 60% of publishers in the United Kingdom are expecting the number of programmatic partnerships to rise in 2016, according to a new survey, that also shows 80% of respondents believe monetization of data to be an important part of their business.

The Association for Online Publishing’s (AOP), in its eighth Organization Census, found that search (36%) and direct traffic (31%) were the primary traffic sources for them in 2015.

The study also found that 60% of publishers responding had seen a “major increase” in the size of their smartphone audience in the past 12 months.

The number of tablet users in their audience, too, has grown, with even more publishers – 70% – saying that they’d seen the tablet audience grow in the past year.  

Not one respondent said mobile has become a smaller part of their business in the past year.

Technology partnerships are increasingly shaping the U.K. publishing industry: Half of publishers confirmed that data management (50%) is a prominent area of development, followed by social media (45%), and video desktop (45%).

The study revealed that digital revenues now account for almost half (48%) of the total U.K. business revenue. Around two-thirds (68%) of digital revenue is expected to arise from desktop.

Publishers said the greatest hurdles facing the industry moving forward include ad blocking, diversification of business into new areas, innovation on creative solutions for advertisers, and adoption of and understanding programmatic trading.

“Activation and monetization of data is shown to be a key focus for publishers, who are embracing technology as well as recruiting a greater number of specialists in automated trading, data analysis, and creative partnerships with advertisers," said Richard Reeves, managing director at the AOP.

Stay tuned.

Follow me on Twitter @JimONeillMedia and on LinkedIn

READ THESE NEXT

Cable operators in EU see revenue gains, subscriber losses
EMEA, Broadband, Operators
Cable operators in EU see revenue gains, subscriber losses
Dec 19 2016 12:15 PM

Despite increasing competition from over-the-top players and from satellite providers, and declining subscriber numbers, the cable industry in the European Union has continued to grow with gross cable revenues topping €22.4 billion ($23.34 billion) in 2015, a 5.7% increase year-over-year.

More than half of cable revenues in 2015 (53%) came from Internet and phone services, according to a report from IHS Markit, with Internet revenues up nearly 10% to €7.2 billion.

Ooyala’s Q3 2016 Global Video Index: Longer content migrating more rapidly to mobile
Video Index, Mobile, EMEA
Ooyala’s Q3 2016 Global Video Index: Longer content migrating more rapidly to mobile
Dec 08 2016 8:00 AM

There were more video views on mobile devices in Q3 than on any other device, continuing a growth trend that began with the earliest iterations of Ooyala’s Global Video Index. But it’s the kind of video that viewers are watching on mobile devices that we found most interesting in Ooyala’s Q3 2016 Global Video Index.

EMEA, SVOD
Western Europe to reach 55.1M SVOD subs by 2021
Dec 07 2016 11:30 AM

Netflix is expected to help Western Europe reach more than 55.1 million subscription video on-demand customers by 2021, up from just 32.9 million this year.

Amazon gives Spanish viewers a peek at Prime Instant Video
EMEA, SVOD
Amazon gives Spanish viewers a peek at Prime Instant Video
Nov 30 2016 8:15 AM

Spanish subscribers to Amazon Prime are getting a sneak peak of Amazon’s Prime Instant Video SVOD service.