Mobile Traffic Growth Drives Magazine Publishers to Shift Mobile Strategy During 2015

Guía de Regalos

Marfeel Has Seen a 300% Growth in Mobile Traffic during 2015

BARCELONA, Spain–(BUSINESS WIRE)–Mobile web readers have increased significantly over 2015 and are
driving major changes for publishers and media companies, shifting focus
to mobile strategy. According to the MPA – The Association of Magazine
Media, during 2014 and 2015 U.S. magazine audiences rose 10% to
approximately 1.66 billion. Audiences are spending less time reading the
print magazine editions and are beginning to spend more time on their
mobile devices, looking for easier and faster means to access content. (eMarketer)

In fact, 26%
of magazine
readership now comes from mobile or tablet devices,
which is an increase from 18% in July 2014. On the contrary, desktop
audiences have decreased from 16% to 15%, demonstrating the need for
publishers to optimize their mobile sites and address those current
market trends. Marfeel, an ad tech solution that revolutionizes the way
publishers create, optimize and monetize mobile websites, has
experienced a 300% growth in mobile traffic with over 100M users now
visiting its tier-1 publishers’ mobile sites, monthly.

“Our data is illustrating how mobile is driving growth for publishers
and iterates the importance for publishers to have a clear mobile
strategy that supports this growth and encourages deeper user
engagement,” says Xavi Beumala, co-founder and Chief Executive Officer
at Marfeel. “Publishers need to have a ‘mobile first’ approach to their
digital strategy, pushing for improved site speed, readership,
engagement and ad clicks. Developing a comprehensive mobile strategy is
no longer an option for publishers, a well-constructed mobile approach
is a necessity to keep publishers competitive and on the grid.”

Since many news sites have been struggling to optimize their mobile
sites and adapt to the unique user experience that mobile requires, a
clear mobile strategy will be a key driving point for publishers looking
to achieve market leadership. Publishers are finding that mobile
users
aren’t staying on news sites as long as web users do; nor do
they click ads as often on mobile devices as on desktops. The challenge
is making mobile versions good and appealing enough that readers spend
as much time as they do on desktop.

“While most publishers have access to substantial amounts of user data,
they still have yet to leverage this information to improve their ad
monetization results. Harvesting this information, combining it with
smart ad-tech technology and dynamic UX design has proven to be crucial
in changing mobile website performance for our publishers,” says Beumala.

An effective mobile tactic, applied by the Marfeel solution, has been
adaptive – native mobile design – an approach to mobile design that
optimizes user experience and maximizes potential ad revenue. The first
layer necessary for mobile is responsive design, which makes a mobile
site dynamically reactive to the mobile user by adjusting layout –
contributing for easy reading and navigation, across multi-screens. The
next layer that news sites should adopt focuses on monetization.
Adaptive design brings a mobile site to a new level by analyzing
publishers’ unique audience – user habits, behavior and usage patterns-
and adjusting a mobile site layout for the individual publisher’s unique
audience, keeping readers engaged longer and pushing for maximized
monetization results.

About Marfeel

Marfeel is an ad tech platform that revolutionizes the way publishers
create, optimize and monetize mobile websites. Marfeel’s proprietary
technology analyzes publishers’ unique audience – user habits, behavior
and usage patterns- and dynamically adjusts the mobile site layout to
maximize readership, engagement, page views, loading time and ultimately
ad revenue. Marfeel’s exclusive partnerships with over 20,000 global ad
networks and exchanges, ensures top-paying ads from premium advertisers.
Selected Marfeel customers include: MensHealth (FR), National Geographic
(FR), Elle (MX), ABC (US), and PopSugar (US). Marfeel is backed by
strategic investors Nauta Capital, BDMI, Elaia Partners.

To learn more about Marfeel, please visit www.marfeel.com.

Contacts

Propel Strategic Communications
Deedee Rudenstein, 267-521-9654
drudenstein@propelsc.com