Mobile Ads Sluggish

Publishers are seeing mobile audiences growing fast – but revenue is yet to catch up, says Paid Content.

Mobile makes up a fifth of reader traffic for 87 percent of publishers, but only 29 percent of them are seeing the same proportion of revenue come from mobile, according to respondents to a census issued by the UK’s Association of Online Publishers (AOP).

A majority of the publishers blamed “agencies’ attitude toward mobile” (55 percent) and dependency on low-yield ad networks (52 percent).

The main issues affecting apps/mobile development were device fragmentation (different smartphones and tablets) and the in-house skills and resources.

The comScore 500 shows the top buying and selling U.S. activity on its real-time trading platform were AT&T, Toyota and American Express (first, second and third respectively).

Boingo is offering consumers free Wi-Fi at more than 4,000 hotspots across America, through the end of September. It is a collaboration with Google Play. However, it looks like iOS, Windows Phone and Blackberry users aren’t invited, says Next Web.

Boingo last month acquired Cloud Nine Media, a Wi-Fi sponsorship and location-based advertising company. It adds sponsored access to its managed Wi-Fi hotspots.

The free hotspots will be available at 15 airports, including New York’s John F. Kennedy, Chicago O’Hare, and Seattle-Tacoma as well as as hotels, shopping malls, cafes, recreational areas, and certain Manhattan subway stations.

Boingo Wireless recently announced its support of the Wireless Broadband Alliance (WBA) advanced Next Generation Hotspot trials, slated for Q4 2012.

Gartner says mobile ads generated close to $3.3 billion worldwide in 2011 and projects they will top $20 billion annually by the end of 2015.

Global internet advertising expenditures will rise about 31.5% between 2011 and 2013, according to a July 2011 forecast from Zenith Optimedia. Internet ad spending is expected to total about $72.18 billion USD this year, and reach $94.97 billion in 2013.

Related Dailywireless articles include; Boingo: Free WiFi this September, Data Revenues: Over The Top, Google WiFi to Kansas City?, Free Subway WiFi in NYC, London: The Biggest Small Network in the World, Ad Sponsored Wi-Fi for Malls, Transit Connectivity Makes Money, Confessions Underground, “Free” Public WiFi with WiMAX Backhaul, NetZero: Free WiMAX Service, Banner Ads: Google’s Next Thrust?, Free WiFi with Video Ads Expands, Free Push-To-Talk from Wave, Internet Ad Revenue Up 23%, Google Nixes Neighborhood Wireless, “Free” Public WiFi with WiMAX Backhaul, Cable MSO’s Create “CableWiFi” Network, Time Warner Cable Beams Muni WiFi, AT&T: Free WiFi (with Video Ads), Street light Provides Wi-Fi, Cell Coverage

Posted by Sam Churchill on .

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