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Oct. 23 Webinar Preview: Who Says Mobile CPMs Are Lower Than Desktop?


Monday, October 20, 2014


Not People magazine or Condé Nast. Google investors may be wringing their hands over declining cost-per-click rates coming from the fast migration to mobile. But when it comes to premium CPMs at marquee content sites, two speakers at the Oct. 23 min Webinar next Thursday say mobile rates equal or exceed desktop for them.

“We don’t differentiate,” says Condé’s executive director of mobile Ned Newhouse. Wired.com, VanityFair.com, etc., are sold by audience, not device. “Our comScore derived duplication numbers are so low that it is worthwhile for marketers to want Vanity Fair’s scale across the entire audience, not just the device.”

“Mobile has been priced higher,” says Anne Toal (pictured), associate publisher, People Digital. Although People.com is trying to move media buyers to a single CPM across properties, there remains pressure from the agency side to break things down by platform. Still, mobile Web CPMs are running in the mid-$20 range, while desktop is around $15.

Toal says that the last six to nine months have seen a sea change in advertisers’ thinking about mobile. “This is how people are consuming us,” she tells clients. “If you want to reach them then these are the places they will be. The mindset with our customers had completely changed, but that has been a long time coming.”

People has been executing some novel cross-platform ads like a recent Fox campaign that blends display and autoplay video. The unit formats and expands differently on desktop, tablet and mobile.
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Multimedia storytelling is at the heart of some of the best mobile campaigns running at Condé properties. Newhouse points to a recent partnership with Netflix for a native campaign. “It combined text, charts and video written by anthropologist and author Grant McCracken,” he says. "It influenced viral distribution that got the campaign millions more impressions outside of Wired.com.”

So how are these premium brands succeeding in getting premium revenues from their mobile properties? Both Ned Newhouse and Anne Toal will be sharing their best practices and advice at Thursday's Building A Mobile-First Ad Portfolio That Drives Growth min Webinar.

And for the buyer’s perspective, we will have a Q&A with JiYoung Kim, svp of strategy at Interpublic’s mobile agency Ansible Mobile.

Join us Thursday at 1:30 p.m. (Eastern).

If you have breaking news to share please contact min's editors.


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