Over the last few years, companies like Taboola, Outbrain, Gravity and others have created a new online reading habit: clicking on one of the links at the bottom of the page for the next article to read.
It makes sense. After reading an interesting article, we’re more likely to click on a similar one recommended by the algorithm.
Using algorithms to make recommendations was actually a digital marketing innovation introduced by Amazon with their ‘Customers Who Bought This Item Also Bought’ functionality. In the same way that the algorithm increases sales for Amazon, its increasing page views and time spent on-site for the publishers integrating content discovery widgets.
When we look at mobile user habits we can see that content relevancy is even more important due to information overload and space scarcity. Proven in publishing and retailing, algorithm-based recommendations of relevant apps have great potential on mobile and deliver improved results. App discovery units implemented on publisher websites deliver a two-to-three percent click-through rate (CTR) on average, opening an additional revenue stream for mobile traffic monetization, while bringing additional user value.
That is why app discovery recommendations are providing publishers with new opportunities to increase user engagement and, ultimately, ad revenue.
Taboola, one of the leaders in content recommendation is already including apps among their recommendations on mobile, and I suspect that Outbrain will start doing so soon.
Here’s how publishers – from national portals to blogs – can benefit by extending their mobile content with app recommendations:
App discovery can change our mobile content experience in the same way that content discovery changed our reading habits. It enables us to uncover new, relevant and exciting apps we didn’t know existed. With users spending more and more time with their mobile devices (and less time with stationary devices), app discovery is a trend which will only continue to grow.
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