New Mobile Technologies Extend Monetization Possibilities

By Amy Vale

Just as the iPhone took the mobile industry by storm when it entered the market in 2007, a number of new mobile technologies are doing wondrous things to simplify, improve, and enable consumers’ lives. As recently as last week, technology heavyweights the likes of Nokia, LG and Samsung were vying to show off their latest and greatest mobile technologies at Mobile World Congress in Barcelona. Whether it’s streaming ultra HD-video over Wi-Fi from a mobile device to a TV or transforming a smartphone into a gaming console, each new mobile technology brings with it a number of monetization opportunities for publishers and app developers.

We can’t talk about mobile and innovation without looking at Apple. Just last week, reports surfaced of Apple’spatent filing to develop its highly rumored iWatch. The display would work like a 90s snap bracelet, with the entire wristband being part of the display. Essentially, the iWatch would work with the iPhone, connecting and transmitting features such as music playlists and maps to users’ wrists. As cool and funky as this new piece of jewelry will be for users, it’s going to be even more beneficial for publishers and app developers. To really make sure that ads appearing on the new iWatch can monetize, publishers and app developers will need to ensure that ads are relevant, personalized and targeted to consumers’ needs at that very moment. That’s where the big challenge will be and one that could mean the difference between the iWatch being a cool, fun new fashion accessory and a clear route to monetization for publishers and app developers.

Of course, it’s not only the iOS platform that’s got the corner on the mobile market. Let’s look at another smart watch with a different user interface and experience from Canada-based startup Neptune. Neptune’s product is Android-based and independent of another device, featuring a 2.2 inch screen, roughly the same size of older-model Blackberries. Apps will automatically resize themselves, but with less screen-space. As a result, publishers  and app developers will need to be much more strategic, creative and targeted in how they serve ads or appvertising to users. For instance, publishers and app developers should analyze (and understand) what types of apps are most popular on this new smart watch? What are the demographics of users who will use the Neptune smart watch? Are they more likely to click on rich media or video ads, or are they more inclined to make in-app purchases? Just as the strategies, creative executions and metrics need to be tailored specific to smartphones or tablets, smart watches will require the same approach if publishers and app developers want to generate a consistent stream of revenue.

Last but certainly not least, Samsung debuted their bendable smartphone at CES this past January. Using OLEDs, these new unbreakable phones can also double as tablets, folding out to reveal a bigger screen. That additional screen real estate can be a huge benefit to publishers and app developers in that it accommodates and encourages the use of several types of mobile ads – from banner ads to rich media to streaming video. What that means for publishers and app developers is higher click-through rates, more video plays, increased app downloads, greater social integration and sharing and, ultimately, more revenue.

If there’s one thing we know, it’s that there is no real “year of mobile.” Mobile is just as nascent and fresh as it was back when the first iPhone entered the market in 2007. There’s still so much learning to be done in terms of mobile device functionality, advertising units, creative executions and metrics. As more mobile technologies come into play, it’ll be up to publishers and app developers to tailor their monetization strategies to keep up.