Oh my God! I need it! I need it!
Stephen Colbert on the iPad 2
Digital publishing is headed off a cliff if we don’t get back behind the wheel. There's a five fold gap between mobile revenue and desktop revenue for the same page. In other words, for every page viewed on a mobile device, publishers currently see only 20 percent of the revenue they’d receive from a desktop visit. What makes that gap even starker is how quickly it’s happening. By the second half of next year, we predict that greater than half of all time spent with online content will happen on a mobile device. On the industry’s current course, that’s a recipe for disaster.
This of course assumes that we continue to create similar content experiences and run ads the same way we’ve monetized desktop content. Obviously we need to change for the industry to survive. We’ve made real headway, and as we head into this year’s Advertising Week we wanted to share the progress - but there is still a long way to go.