Look Ahead: Using Data, Marfeel Makes it Easier for Publishers to Build Mobile Websites

Den of Geeks mobile website powered by Marfeel

Mobile usage is growing, so having an effective and easy-to-use mobile website is key to increasing audience and driving revenue today. Marfeel, an ad tech platform, is working with publishers to do just that. Based in Barcelona, Spain, Marfeel works with more than 500 publishers worldwide including U.S. publishers National Geographic, Cosmopolitan, and U.K. publisher Dennis Publishing, which owns Den of Geeks, an entertainment and culture website.

According to chief marketing officer Gil Regev, Marfeel builds mobile websites that helps monetize and improve engagement up to six times.

“Marfeel’s proprietary technology analyzes publishers’ unique audience—user habits, behavior and usage patterns—and dynamically adjusts the mobile site layout to maximize readership, engagement, page views, loading time, and ultimately ad revenue,” Regev said.

Matthew Sullivan-Pond, U.S. advertising director for Dennis Publishing, said in a case study, their mobile site powered by Marfeel, reached 3 million mobile users for the first time. Time on site improved by 160 percent, repeating live user rate increased by 70 percent and monetization efforts improved by 350 percent.

“Our previous mobile site was just not cutting it. It was outdated, only worked on iOS and did not allow us to leverage Den of Geek’s unique position in the market and optimize our monetization, accordingly,” Sullivan-Pond said in the study. “(For) the first time ever and we are up on every single parameter, from site speed, to time spent on the site, to our bottom-line.”

Regev said they can typically turn out a new mobile site for partners within days and Marfeel powered sites are compatible with Google AMP and Facebook Instant Articles.

“The Marfeel solution is dynamic and implements hundreds of updates a week across the networks, ensuring an ever-evolving mobile site, while addressing the latest developments in mobile,” Regev said.

With its recently opened headquarters in New York, Regev said Marfeel plans to increase its client base in the U.S. and continue its expansion in Europe.

For more information, visit marfeel.com.

 

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Published: August 4, 2016

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