BuzzFeed's Peretti: Mobile is a Better Ad Vehicle

The Web publishing world has been slightly panicked over the growth of mobile consumption—mostly because for individual sites, the just money isn't there. Mobile banners are seen as a lousy brand vehicle, which is why so many are rushing to native ads. BuzzFeed founder and CEO Jonah Peretti might as well be telling the industry: rush faster. (And while you're at it, write longer stories instead of short blog posts and cheap slide shows.) According to Peretti, mobile ads perform better for BuzzFeed than do desktop ads, in terms of clickthroughs and sharing. That's way counterintuitive to conventional online ad wisdom. His theory as to why: "People are more focused on mobile," said Peretti, who sat for a keynote interview at AdExchanger's Industry Preview conference on Tuesday. "On the desktop, there are all those distractions." Speaking of avoiding distractions, said Peretti, people are consuming longer stuff on mobile phones than expected. Case in point: A recent 6,300-word story about a man who bought a house in Detroit for $500 has had millions of mobile views, with users spending an average of 20 minutes on the story. "That's totally counterintuitive," said Peretti. "What's not supposed to be happening in mobile keeps happening in mobile." BuzzFeed gets more than half of its traffic on mobile devices, including half of its video views, said Peretti. And surprisingly, the phone is outpacing the tablet for audience, even for long articles. Peretti theorized that... Continue reading at 'AdWeek'

[ AdWeek | 2014-01-22 00:00:00 UTC ]
News tagged with: #sold programmatically

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