Target customers

• Media agencies
• Direct brands buying standard display

Primary buyers

• Media planners

• Performance marketing leads

• Creative operations teams

Best-fit campaign types

• Prospecting

• Upper-funnel branding

• Seasonal or tentpole campaigns

This offer is not positioned for experimental or one-off creative use cases.

Fluid 250 is a full-width display ad format that replaces the standard 970×250 with a responsive, edge-to-edge canvas that adapts to the user’s screen and device.

Unlike fixed IAB units, Fluid 250:

• Uses the entire available viewport width

• Creates more space for messaging, motion, and interaction

• Maintains the same media placement while delivering stronger engagement

It is designed for performance-minded display buyers, not experimental or one-off creative.

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Creative production

• Up to 3 Fluid 250 creatives

• Creatives are built by ResponsiveAds

• Existing assets can be reused:

  • 970×250 HTML5

  • Static image assets

• Assets are automatically repurposed into Fluid 250

Platform access and support

• Free access to a ResponsiveAds account during the trial

• Up to two 1-hour training sessions if the client wants to self-build

Hands-on support during setup and trafficking

Scope

• Up to 3 campaigns

• One concept with up to 3 creative treatments

Live execution

• Controlled comparison setup:

  • Approximately 10% of spend remains on standard 970×250 (control)

  • Remaining spend runs on Fluid 250

This is a live campaign, not a demo or mock placement.

Primary baseline

• 970×250 (1:1 comparison)
  

Secondary baseline (if applicable)

• 300×250 for mobile buys

Primary metrics 

• CTR
  

• Engagement:
  

  • Mobile: click rate
    

  • Desktop: hover rate + click rate
    

• Time spent
  

• Viewability
  

Brand lift may only be included if already part of the campaign.

Minimum success threshold

• 20–30% improvement in CTR or engagement
  

Expected performance

• 2× CTR
  

• 3× engagement
  

Results should be strong enough to:

• Justify ad-serving and production fees
  

• Support a shift away from standard IAB units
  

Enable scaled usage across future buys

30 days

Trial cost

• Free
  

Creative production

Included (up to 3 creatives)

Pricing

• $0.25 CPM (production included)
• $0.50 CPM for video units
  

Next steps

• Paid rollout across additional campaigns
  

• Ongoing access to the ResponsiveAds platform
  

• Free onboarding and analytics access
  

Marketing requirement

• Trial results must be publicly shareable
  

• A case study will be produced for ResponsiveAds marketing

• One extension allowed
  
• One creative refresh and retest
  
• Trial ends after the extension
  

No open-ended testing.

• Multiple ad formats
• Custom one-off builds
• Long or complex integrations
• Excessive performance metrics
• Open-ended or exploratory testing