The idea of being able to monetize spikes is something that most publishers are wrestling with these days. And for the most part, the feeling is that they can do better by reserving ads for daily use, rather than trying to gamble on capturing momentary, real time demand from advertisers and consumers.
Mobile apps had more daily page views during Nemo when compared to Hurricanes Sandy and Isaac, a TWC rep told AdExchanger. Throughout Nemo, mobile apps averaged 82 million-plus daily pageviews, an 8% lift over Sandy's daily average views as well as a 57% gain over Isaac's daily average views.
The company has made mobile and programmatic particular goals since Publicis Groupe's VivaKi executives David Kenny and Curt Hecht were hired as CEO/chairman and global chief revenue officer, respectively, in the first half of last year. To help that along, TWC has added Steinberg from Fox News in November, and more recently, Thomson Reuters' Vikram Somaya and Sara Livingston from Seamless, who were both tapped to work on WeatherFX, the company's data division.
The company is quick to note that it has been attracting more brands to its mobile apps and to its programmatic appeals. Some of the mobile apps' weather-specific advertisers are Walmart, Farmers Insurance, State Farm, Travelers Insurance, Ace Hardware, Home Depot, ING Direct, Metlife and Progressive Casualty Insurance Company. But getting them to advertise during brighter days, especially as winter winds down the next few weeks, will be the big challenge, especially as it comes to building up mobile.
"Mobile is already a big business for us," Steinberg said. "But yes, as mobile matures, we absolutely expect the amount of brand ads on mobile to increase. We're launching new ad formats in the coming weeks which we think will bring even more premium brands on to our mobile platforms. Mobile is a huge priority for us and we definitely expect growth in this aspect of the business."