Smartphones Are the Hardest Screen to Monetize - eMarketer

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Smartphones Are the Hardest Screen to Monetize

More screens, more problems?

December 22, 2015

The proliferation of screens, devices and channels can mean more ways to serve content—and ads. But it’s also making monetization somewhat of a difficulty for publishers. And the smallest screen is the one that causes the most trouble, according to September 2015 research.

Type of Screen that Causes the Most Monetization Trouble According to US Publishing Professionals*, Sep 2015 (% of respondents)

According to a survey by AdMonsters, two-thirds of US publishing professionals said that smartphones caused the most monetization trouble. While tablets and over-the-top (OTT) and TV screens also caused issues for a fair number of respondents, they weren’t as much of an inconvenience as smartphones were.

In fact, 14.5% of respondents said a tablet screen cause the most monetization trouble for them and 13.0% said that OTT and TV screens did. Only 5.8% of publishing professionals had the most problems monetizing desktop screens.

Main Challenges Faced When Developing/Managing Mobile Apps According to Executives Worldwide, Jan 2015 (% of respondents)

Monetizing on mobile is one of the main challenges that executives worldwide face. A January 2015 study from Accenture revealed that 26% of respondents said monetization issues, like the difficulty of hitting ROI targets, was one of the main challenges faced when developing or managing mobile apps.

And while it was a challenge many faced, it wasn’t the top one. Security issues, performance issues such as crashes and bugs, as well as operational issues like building and updating apps efficiently were the top three concerns.


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