Having been intensely steeped over the past year in advertising-based digital brand businesses, I have been walking two companies through this.
The mobile chasm is simply this:
Any native digital media brand (read: a company that began as a website or group of websites, and that sells advertising as its primary revenue stream) is now obviously faced with an audience move to the mobile platform. Audiences are rushing to consume content on mobile much more swiftly than advertisers are moving to BUY ads on mobile. (This isn’t “the Facebook mobile problem”, which is that Facebook’s mobile product is not ideally set-up as an ad vehicle; this is a problem for anyone with a well-trafficked web property whose users are moving to mobile.)
No matter how amazing your mobile offering (site or app) and your ability to offer mobile ad choices of many kinds – your audience is moving to this platform faster than your revenue.
How do you focus on mobile as a necessary priority while nurturing the old-school Interwebs place where people are still spending most of their digital media money?
And even more sleepless-night-creating: how do you handle the period soon to come when your users are hugely mobile and media buyers have still not quite caught on? A huge chunk of the media buying community is still busy moving dollars to online from other media. Mobile is barely a twinkle in their eye.
With luck, it’ll be a brief period, because advertisers do follow audiences, but there is going to be catch-up time.
Are you ready for the chasm?