Movie Pilot’s audience of 10 million to 15 million monthly uniques is roughly 50% male, 50% female and mostly millennial. It’s a desirable and balanced audience clamoring for content – and they’re not opposed to advertising. They’re actually helping to produce it.
Fan writers willingly create a form of snackable content marketing for their fellow fans to hungrily consume, most of which happens on a mobile device.
“People take their phone out at the bus stop or while they’re waiting for something and they skim a few articles and see some cool photos, maybe watch a quick video,” Bauckhage said. “They’re consuming a mixture of content, advertising and product discovery in an experience that’s quite similar to browsing through a magazine.”
Advertising enhances print magazines – “I’ve never heard anyone complain about the advertising in Vogue or Rolling Stone,” said Bauckhage – and there’s no reason the same thing can’t happen with brand content on a mobile device.
“It’s true that mobile advertising is pretty much terrible, but advertising isn’t the problem,” he said. “Rather, the challenge is how to create advertising that doesn’t try to be something else, that doesn’t try to hide or disguise itself, but that’s also an interesting discovery experience versus something like sponsored or native content.”