Not a backward step it declares
In what some might regard as a kind of retromove or backward step, mobile ad specialist BuzzCity has announced that from Q1 2014, it will offer its clients advertising opportunities on the desktop. The company claims this change is driven by demand from media buyers and advertisers, as well as the growing consumer appetite for cross-device surfing. From Q1 2014, BuzzCity will be offering online advertising across PCs and laptops, in addition to its already established mobile advertising platform. BuzzCity expects this strategy will help to power its next phase of growth.
BuzzCity claims that it decided on this new strategic direction as a result of the close working relationships it has with its advertisers and media buyer/planning agencies.
“Cross-device surfing has now become the norm,” explained Dr KF Lai, BuzzCity’s CEO.
“The desktop and laptop remains and will continue to grow, alongside mobile, as part of the multi-device- world in which we live and work.”
According to recent BuzzCity research, 27 per cent of mobile users stated that they were planning to buy a laptop or PC in the next 12 months.
In this multi-device world, user behaviour is now better understood and valued in the context of how, where and when consumers choose to use devices.
BuzzCity argues that the change will enable online advertisers to easily migrate to mobile and make digital media planning and buying simpler – especially when buying across multiple countries/territories.
It will also mean that it will be be easier for advertisers to monitor and fine-tune their online performance.
Lai continued, “Our experience of handling fragmented mobile devices makes the inclusion of PCs/ laptops relatively straightforward and is a natural next step for BuzzCity.”
BuzzCity continues to operate a mobile-first approach as mobile grows to be the primary surfing device for consumers.
Already profitable, BuzzCity, forecasts the desktop revenue will contribute an additional 20 per cent growth to the business during 2014, in addition to its global mobile revenue which has been growing at the rate of 50 per cent year-on-year.