You might be shocked by the proportion of traffic to Hubs that is through mobile devices (I know I was). Care to hazard a guess? Would you believe me if I said about 20%…and rapidly growing? (If you are using Google Analytics to track your HubPages traffic, then you can see the relative proportion of mobile traffic by navigating to Audience > Mobile > Overview) Visitors are increasingly reading your Hubs through their phones and tablets, and this has profound implications for the way we serve ads and lay out content for mobile browsers.
A couple of weeks ago, Google announced that they are deprecating their AdSense for Mobile product in favor of their main AdSense for Content product, which is now considerably more mobile-friendly. We made the switch on HubPages towards the end of last week, updating and refining the format and layout of AdSense ads. Initial results are impressive. The first few days since the change have seen eCPMs more than double (yes, you read that correctly). While the new eCPM is still a bit lower than what we see for Web visitors, the differential is growing considerably smaller.
We are also working on improving the mobile browsing experience for visitors. Micki Seibel, our new Head of Product, has been developing our next-generation Hub layout, that enhances the experience for visitors reading Hubs both on traditional computers, and via mobile browsers. Since the vast majority of HubPages traffic is to Hubs themselves, we’ve prioritized optimization of the Hub over other site sections, and have no plans to give the mobile experience short shrift in our efforts. Look for enhancements in the near future.