There’s no question about it—mobile traffic is booming as people spend more time hunched over their little screens. For magazines, it represents an opportunity to capture more readers and try to convert them to paying ones.
But advertising on small screens hasn’t kept up. Research by Flurry Analytics found that mobile gets 23 percent of consumers’ time but only 1 percent of ad spending. In turn, advertisers are reluctant to commit to a medium where screen sizes and audiences are all over the place, not to mention measurement and ad rates.
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