As Content consumption is shifting massively and rapidly from desktop to mobile; publishers are no longer working solo, from now on tying up with giant network such as Google, Facebook and Apple is inevitable!
Content publishing websites before social media times, were directly connecting to their audience through their website, the homepage of their website was the main funnel of traffic; content distribution was limited to newsletter subscription, online ads and offline marketing and PR. when social media, Google and smart devices came in the picture things have changed forever, content distribution technologies became more sophisticated and website’s landing page has lost its’ power.
The latest changes to the industry confirmed the shift when Facebook invented instant articles; the feature accessed within facebook mobile enabling publishers to distribute their content to facebook audience and to make it a fair deal facebook is quantifying the traffic and crediting to the publishers. With this facebook wanted to cope with the content shift and deliver faster content while keeping their traffic within the network.
Google announces the launch of “Accelerated Mobile Pages (AMP)” the Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and has it load instantly everywhere. Apple has also joined the shift of content from desktop to mobile by bringing in Apple News application offering customized mobile content experience, giving publishers the ability to create content and deliver it to the users.
While facebook invention of Instant Articles is focused on keeping people in the platform; Google’s goal is to facilitate content distribution across social channels, the AMP project in my opinion will facilitate and raise the value of mobile ads if implemented properly as the platform promises smarter caching, faster loading and higher targeting, it is expected to influence the mobile advertisement industry which is now faced with challenges such as ad blockers and lower rates.
What does this mean for publishers and advertisers?
It means publishing content is easier and opportunity to reach audience is more systematic, whether you choose Facebook or Google partnering with such platforms offering publishers magical technology to reach your audience is a blessing. Content is being delivered faster on mobiles as it’s becoming the leading platform for consuming content.
For advertisers they have to be patient focus on native advertisement, and wait for these platforms to keep its’ promise of delivering faster content, targeted adverstiment and monitor how publishers are performing on these new platform and how users are interacting with the new tools.