Every online business MUST take the leap into mobile. It may sound extreme but we have seen numerous examples of businesses that have not initiated a mobile strategy on time (or at all) and are now facing a significant challenge in trying to catch up. To not have a defined mobile game plan is no longer an option for those in the tourism and gaming industry, not to mention the news sector which has seen a mass exodus of readers switching from print editions to those created for mobile devices such as smartphones and tablets. At Taptap we work on mobile content products which supply our publishers with the means to meet the demands of their audience and advertisers who are increasingly interested in this unique medium with its capacity for targeting, reach, and interaction.
Entering the mobile market does not mean simply transferring content to an application or a mobile site. In mobile the user is constantly interacting with a variety of applications on a small screen: they are communicating, keeping up to date on events, or shopping. Think “less is more” when defining your strategy and focus on the most relevant content for both you and your users. At Taptap we provide ready-made tools so that publishers can create their applications more quickly, easily, and attractively and thereby gain a better user engagement over the competition. So once you have your content mobilized how do you make it profitable? Until recently mobile advertising followed the same path as online advertising but the trend is slowly taking us in another direction.
The future of mobile advertising and the monetization of content is based on the interaction between screens, the precision in geotargeting which increases foot traffic to physical shops, and the integration of advertising into the content. At Taptap we develop tools that allow agencies and advertisers to benefit from these solutions that have been created for and by the mobile medium. As investment increases year after year, it is clear that advertisers are putting their trust in mobile and thereby allowing publishers to monetize content as never before. I am confident that with Taptap's new mobile and monetization solutions we will see an extraordinary increase in the business.
