CondeNet UK Takes Mobile Content Off-Portal To Sell Ads
CondéNet UK, the digital arm of magazine publisher Condé Nast, is taking its mobile sites off-portal to allow it to sell ads and to market the sites online and in print, reports Brand Republic. This week, GQ Mobile and Glamour Mobile will be the first to go exclusively off portal. Currently, they are available only on Vodafone (NYSE: VOD) Live and O2 Active. CondeNet also plans to roll out Vogue Mobile off portal next and plans to take all of its mobile sites off portal by the end of the year. CondeNet
Good to see CondeNet moving to off-portal. Brands like The Sun and Channel 4 made this move 4 years ago and for them it gives them more control over how their brand is presented mobile. For advertisers on CondeNet sites they have a pretty good idea of the demographic of visitors but this is not true of the majority of mobile advertising. We've seen advertisers come unstuck, buying mobile traffic and getting poor returns because their ad hasn't been presented to a relevant audience.
With 54% of mobile web surfing now taking place outside of the US and Europe, there's more of a need to focus your marketing efforts to the right demographic than ever before. But given that you can select traffic by country, network and handset this is becoming easier. You can also use a free mobile analytics tool to check you are hitting the right demographic with your message.