Monetising Mobile: Peter Birch talks beyond the banner

There is more to making money from mobile content than static banner ads. That is the message from Peter Birch, managing director of 4th Screen Advertising at Mobile Embrace, which works to create mobile advertising solutions for publishers from The Guardian to Angry Birds.

In part one of The Newspaper Works’ Monetising Mobile video series, a supplement  to the print  feature in the March edition of The Bulletin, Mr Birch says there are innovations and opportunities emerging constantly in mobile technology that can be of advantage to publishers.

Advertising strategies are moving beyond the banner to more interactive, immersive experiences, he says – from advertorials to click-through purchases within an article and the word-of-mouth sharing power of social media.

A key strategy is to keep the audience “in-store” for longer by extending engagement between platforms, with smartphones now an integral part of the modern newspaper experience. Above all, he says, simplicity is king.

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