Mobile advertisement turns out that communication carriers are more profitable than advertisers

ByJon Fingas

One of the revenue sources of the news site is mobile advertisement, but it is apparent that the communication fee for displaying the mobile advertisement is more than 16 times higher than the revenue given by the news site in the mobile advertisement became.

Carriers are Making More From Mobile Ads than Publishers Are - Medium
https://medium.com/@robleathern/carriers-are-making-more-from-mobile-ads-than-publishers-are-d5d3c0827b39

"The sales of mobile advertisements in 50 news sites" published by The New York Timesarticle, We compare the difference in communication volume between when you turn on the ad blocking function and when you leave it off when browsing the news site. For exampleBoston.comIf you open without the ad blocking function, 389 files per page · A total of 16.3 MB files are loaded and it takes 33 seconds to display. However, if you turn on the ad blocking function, you can read 52 files per page · total of 3.5 MB only, it is possible to display the page in only 7 seconds. Especially big data on the Boston.com page was 9MB video advertisement.


Los Angeles TimesBy using the ad block function, you can block files of 158 total · 4.5 MB in total, reducing loading time by 9 seconds.


The GuardianOriginally the number of advertisement display was small, when using the ad blocking function 20 pieces were blocked · It turned out that the total time of reading is 0.3 MB, and the reading time is the same as in the case of not using the ad block.


By averaging the loading results of 50 news sites, it is clear that mobile ads occupy almost half of the mobile phone traffic when browsing the news site. Looking at this article, entrepreneur Rob Leathern said that "the amount of data used by mobile phone users in the United States in a month", "mobile advertising revenue from news sites per user" 2 I heard that I decided to check the points.

◆ Mobile phone charges per 1GB
Americans average smartphone usage is 1.8 GB per monthInvestigation resultIt turned out that on the average in the United States, a 2 GB rate plan is required. Mobile carriers Verizon and Sprint offer a $ 50 monthly 2 GB plan, T-Mobile offers a $ 60 3 GB plan, and AT & T offers a $ 65 $ 3 GB plan, with average of 4 company's price plans of 22.92 per 1 GB The dollar (about 2800 yen), usage fee of 0.0224 dollars (about 2.7 yen) per 1 MB will be charged.

◆ Page loading speed
The number of advertisements in 50 news sites calculated from The New York Times 'surveyed data below is shown in Times'AnnouncementDivided by the "time spent on a page per month for mobile users", the average number of users reading only one article is 1.4 to 3.5 seconds per page It turned out to be.


Mobile advertising revenue
Digital advertising marketing company Interactive Advertising Bureau (IAB) conducted by 2014Approximate advertisement revenueMobile advertising revenues in the U.S. are US $ 14.32 billion (about 1.7 trillion yen). In addition, Nielsen surveyed in the second quarter of 2015InvestigationSo, it turns out that smartphone users over the age of 18 living in the United States spend 90 minutes per day for applications and web browsing, and the time spent on web browsing in the US is total per day It is 15.8 billion minutes, and mobile advertising revenue can be calculated as $ 0.15 per user per hour (about 18 yen).

Finally, if you calculate the average by adding the number of unique users of each news site by multiplying the mobile data usage (MB / min) per minute and the average usage fee of the mobile phone per 1 MB, The telephone usage fee revealed the result of 0.01 dollar (about 1.2 yen) to 0.24 dollar (about 29 yen). This is because mobile advertising revenues are $ 0.15 per hour (about 18 yen), or 0.0025 dollars per minute (about 0.3 yen), the mobile phone usage fee is 16.6 times the mobile advertising revenue It means that it is.

The data of 50 news sites surveyed by Leathern can be seen from the following.


In addition, the amount of data per page increases every year from the web as a whole, not limited to mobile access,HTTP ArchiveAccording to the survey, it is more than doubled to 1953 KB in 2014 compared to 961 KB per page in 2011. The latest data amount of September 2015 is 2182 KB per page, of which 354 KB is JavaScript, 1383 KB is image file, 63 KB is Flash, 71 KB is CSS, 56 KB is HTML, 111 KB is occupied by font data It is obvious.