How Trion Interactive Generates Mobile Revenue for Publishers

Eyeballs are everything today. From getting readers to view social media and web pages to watching video on mobile, publishers are constantly looking for new ways to engage readers. Trion Interactive, a video and rich media advertising company, makes it easier to capture audiences and increase mobile revenue by using video and rich media advertising.

Launched in 2011, Trion Interactive already has more than 900 publishing partners and its vertical can increase revenue for standard mobile placement by as much as 500 percent, according to Vincenzo Penza, co-founder and chief technology officer.

In addition, Trion’s campaigns outperformed industry standards by more than 81 percent and more than 32 seconds in view time in 2015.

The company currently works with major newspaper publishers including Gannett, McClatchy Co. and Penza said Trion Interactive is also working to bring more independent publishers together under one platform.

“We want to allow publishers to leverage distributed costs of technology by partnering with each other,” he said. “By doing this, we can allow our partners to compete with the largest content platforms in the world.”

Trion’s native video solutions for mobile allow publishers to realize video revenue on mobile web pages that would otherwise only be available as pre-roll ads by placing videos and rich media in traditional advertisements slots on a publisher’s website, said Penza.

“Both the video and rich media ad units garner higher CPMs payouts, making every page view more valuable to the publisher,” he said.

And with mobile usage continuing to rise, Penza said it is imperative publishers improve mobile performance. “Users are abandoning brand loyalty at a rapid pace, opting instead for content “pushed” to the user through geo-location and demographic information. Keeping this in mind, publishers will need to spend more time targeting unique users looking for specific content.”

He continued, “From a strategic standpoint, publishers need to address both the technical and psychological differences of mobile content consumption. Firstly, publishers must deliver content in a manner that is easy to digest on small screens. This means less menus, less ads, more content. Secondly, publishers need to factor in environmental data available at the page request level. Location, device, and demographic info is available and must be leveraged to deliver the best possible experience.”

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