“The Sell Sider” is a column written by the sell side of the digital media community.
Today’s column is written by Doug Llewellyn, chief operating officer at Purch.
Digital publishers are worried about how publishing platforms meant to speed up mobile load times, such as Google’s AMP, Facebook’s Instant Articles and Apple’s News, will impact their bottom lines during a period of already-declining ad revenues. A quick look back at some recent history shows why.
First, publishers saw Facebook cut down their referral traffic in favor of keeping readers within its app and site. Then it launched a mobile publishing platform that promised the traffic back, but at a fraction of the ad revenue and the users would stay within Facebook’s domain. Next, it introduced Instant Articles as a faster-loading alternative to mobile web browsers.
Sensing an opportunity, Apple and Google recently jumped in with their own platforms aimed specifically at mobile users. While there has been and continues to be some panic within the industry as revenues fall, we need to keep the bigger picture in mind.
Relying strictly on an ad-supported publishing model is today about as realistic for a publisher as preventing digital piracy once was for the CD-based record industry. As that industry learned, new paths to monetization are always possible as long as the underlying demand for a quality product remains. Restricting access to one platform or another is not generally feasible in the long term.
Read the full article here: http://adexchanger.com/the-sell-sider/instant-articles-friend-foe-publishers/