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<\/p>\nWhat did this mean? At a recent meeting with partners on our largest blog, we couldn\u2019t make heads or tails of a recent trend. For the past few months we\u2019d focused on traffic-building, since we had plateaued. Along with that we figured revenue would increase as well. That\u2019s usually the way it goes. But not in our case.<\/p>\n
Our revenue actually fell since we started gaining traffic again. As we dug deeper into our stats, the reasons became clear. Unfortunately, many bloggers are likely experiencing similar trends in both visitors and in revenues.<\/p>\n
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While many blogs choose to create mobile apps for Android and iPhone, we decided against it. We had gone through pains to create an attractive and functional mobile site, and we could offer little more in app form. Readers apparently agreed, as they visited our mobile site in droves. And therein lies the problem.<\/p>\n
More than 32 percent of our readers visit the mobile site. That number really crept up on us, too.<\/p>\n
Yet we were doing nothing to monetize our mobile traffic. And because a greater percentage of our readers were visiting through the mobile site, we were losing revenue from all forms of advertising. I imagine many other bloggers are finding themselves in the same situations.<\/p>\n
The problem with blogs implementing ads on mobile sites is that there is no surefire way to do it. And where there are ways to do it, there are problems left and right.<\/p>\n
Platforms such as BuzzCity and Google\u2019s AdSense for mobile serve ads on mobile sites, but they\u2019re little more than nuisances. In fact, as I\u2019ll explain in just a moment, they can be detrimental to a mobile website.<\/p>\n
Adding these mobile ads might add some money to a site\u2019s bottom line, but it won\u2019t be much. Why? Because mobile ads just haven\u2019t reached the level of other online ads. And considering the overall depressed state of the web ad market, that really says something.<\/p>\n
I won\u2019t go into specific numbers, but we saw only a minuscule rise in revenue after adding ads to our mobile site. As you\u2019ll see here, there is good reason for that.<\/p>\n
A popular fitness blog received 120% more mobile visitors<\/strong> in one quarter, but their RPM dropped by 40%<\/strong>. After analysis they discovered:<\/p>\n When they replaced banner ads with native ads & in-content recommendations<\/strong>, mobile revenue increased by 27%<\/strong> in two months\u2014without harming user experience.<\/p>\n There are certain things we know about mobile website readers, because I am one myself. As a certified tech head, I got TMO\u2019s newest Samsung Galaxy S the minute it dropped. As I did with my previous Galaxy S, I use it to read when I\u2019m away from my computer. So allow me to outline a few things.<\/p>\n All of these points make mobile ad engagement difficult. What makes matters worse is that many, if not most, mobile ad platforms work on clicks, not page views. If mobile readers aren\u2019t clicking on links, they\u2019re surely not clicking on ads.<\/p>\n Yet that doesn\u2019t hit the single biggest reason why mobile ads don\u2019t translate into revenue. It\u2019s quite simple, really:<\/p>\n Smartphone screens are relatively small. Even my Galaxy S, which has a large screen, still doesn\u2019t give me a lot of screen real estate. A mobile banner ad takes up between 1\/10th and 1\/8th of my screen real estate. That is obnoxious. It also makes it easier to accidentally click the ad. While that\u2019s good for publishers in the short term, it\u2019s bad in the long term. It makes me less likely to return.<\/p>\n\n
\nHow a mobile reader behaves<\/strong><\/h2>\n
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Mobile ads take up too much of the screen.<\/strong><\/h2>\n
\nAdditionally: Smarter Mobile Monetization Options<\/strong><\/h3>\n