Responsive Ads Blog

Responsive Ads Should Respond in Real Time

Mobilizing nimbly for events like the Super Bowl is one challenge, but building teams to efficiently create content is another.

“I think this speaks to the need to systematize [brands’] social content creation,” said Noah Brier, CEO of Percolate. “They’re not going to need to tweet every single moment, but for the big ones they’re going to need to be able to mobilize quickly: spotting an opportunity and creating content in that moment.”

Sabrina Caluori, vice president of social media and performance marketing at HBO,  explained that “the nine-to-five model has to change if brands are expected to be responsive 24/7.”

ResponsiveAds’ insight:

Responsive Ads should do just that — make it easier to respond to the user and context around them in real time.

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Responsive Web Design Provides Just One Internet

The magic of one web! think more about the context of design, then a silo'd site
The magic of one web! Think more about the context of design, then a silo’d site.

Why we need to forget the idea of a mobile Internet and start thinking about how to create seamless online communications instead, irrespective of device.


ResponsiveAds’ insight:

Responsive web design enables us to have one Internet with multiple views. The idea of a mobile Internet went out the window when the dotmobi (.mobi) domain did not go mainstream. Having multiple URLs with, or is just too complicated.

Companies creating mobile sites with hopes of getting indexed in Google for a mobile Internet is great, but the big “wave” is now here with browsers that are just as powerful on mobile as desktop.

Publishers defining their mobile strategy thinking about deploying a separate mobile website should take a harder look at considering a a mobile app and keeping their web strategy Responsive.

With the growth of apps, there might not be a mobile web Internet, but maybe the mobile app ecosystem will become the next new Internet. That might be difficult because all app ecosystems are separated and proprietary.

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Ad Direct Placement (Humans) Vs. RTB (Machines), Who’s Winning?


Want that right piece of clothing for that special evening with your partner,  human-vs-machine making that media buy.
Want that right piece of clothing for that special evening with your partner? Here, human and machine are making that media buy.

“Let the automation do what it does best,” Andrew Casale, vice president of strategy at Casale Media, says, which is analyzing data. However, the automation can’t measure and analyze everything. Casale says, “[Buyers will say], ‘We still want to speak to you. Tell us about yourself. Tell us why you belong in the mix.’ And then we can alter what the machine might do.”

ResponsiveAds’ insight:

When it come to real brand value and getting to that moment where ads really hit the spot for users, the battle between machines and humans continues. We think for ads to be very “brand responsive” with the right real-time human touch, direct placement might still be the better approach.

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Senator Rockefeller’s ‘Do Not Track’ Campaign

“Online companies are collecting massive amounts of information, often without consumers’ knowledge or consent…My bill gives consumers the opportunity to simply say ‘no thank you’ to anyone and everyone collecting their online information. Period.”

— Sen. Jay Rockefeller, D-W. Va.

ResponsiveAds’ insight:

Sen. Jay Rockefeller of West Virginia is re-introducing the Do Not Track Act, which would mandate online companies to ask consumers if they want to opt-out of tracking of online activities, according to a report on We couldn’t agree more with the senator.

“Online companies are collecting massive amounts of information, often without consumers’ knowledge or consent … My bill gives consumers the opportunity to simply say ‘no thank you’ to anyone and everyone collecting their online information. Period,” Rockefeller said in a statement.

The Adweek article says that since Rockefeller originally introduced the bill in 2011, most of the advertising industry has decided itself to provide the option for consumers to opt-out of receiving advertisements. However, Rockefeller said that companies can’t be trusted.

Even though 90 percent of the advertising industry is already following these rules, we think Rockefeller’s bill is a necessity in order to crack down on the remaining 10 percent.

It is our belief that website visitors should have complete control over which online advertisements they want to receive.

When we look into our crystal ball, we see a future where free digital subscriptions will let visitors receive responsive ads with coupons, if they wish. However, it is critical that they are given the choice to opt-out. Even if online companies did send information to website visitors they didn’t want, the consumers wouldn’t likely read it anyway.

Our team has extensive experience with maps and location-based services, and one of the many things we have learned is that the user needs to always be in control.


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Facebook to Buy Ad-Serving Company — Who Will Be Next?

Facebook has announced that it has agreed to buy Atlas Advertiser Suite from Microsoft. Atlas is a platform that advertisers and agencies use to plan, manage, track and optimize their digital marketing.

ResponsiveAd‘s insight:

We have Dart, OpenAdStream, OpenX, Microsoft Advertising, AdTech (AOL) and Yahoo! as the main ad servers in the market today, so it was not surprising to see Facebook enter this market.

What do you think? Will this trend domino? Will Twitter get an ad server? Pinterest?

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Responsive Advertising = Native Advertising + Scale

“Perhaps the definition of scale is the quality of advertising produced and the impact of the experience. Native means premium, which means cost. It’s not about getting a deal. Those that position themselves this way are going to charge more and perhaps rightfully so.” — Appssavvy CEO Chris Cunningham


ResponsiveAds’ insight:

“What is native advertising?” Responsive advertising minus scale.

Believe it or not, this is a question that some digital ad industry execs are asking at the Interactive Advertising Bureau’s Annual Leadership Meeting in Arizona this week, according to Adweek.

Native advertising is “in-stream” content that blends in with the editorial content of a site, but it is marked as such (for example, “sponsored content”).

According to the Adweek report, many meeting attendees rolled their eyes at the mention of native advertising, comparing it to advertorial found in print, making the point that it’s nothing new.

Appssavvy CEO Chris Cunningham said during the panel: “Perhaps the definition of scale is the quality of advertising produced and the impact of the experience. Native means premium, which means cost. It’s not about getting a deal. Those that position themselves this way are going to charge more and perhaps rightfully so.”

We agree with Cunningham that definition of scale is quality of advertising produced, and responsive advertising is all about bringing quality ads to audiences no matter the screen size.

Sponsored content works effectively on responsively designed sites because “native ads’” shapes and sizes are flexible and can easily adapt to different screen sizes since it is part of the overall editorial flow of a site.

Another point worth making is that native ads are executed in real time so they blend in with context and the moment. When it comes to pricing models, they are similar to CRM; however, they have a social tail.

We like the fact that native advertising focuses on converged media — owned, earned and paid — a key aspect of responsive design. It is measured by brands’ effects instead of direct responsive.

However, native takes the responsive out of direct “responsive” for brand value, yet keeps the ResponsiveAds.

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New York Times looses paywall for Starbucks customers …Responsive Location Based Ads?


Would it be convenient to get Responsive location based ads in your Free New York Times digital newspaper in Starbucks?

Fans of The New York Times will be pleased to hear that starting today, you can read up to 15 articles for free on whenever you connect to the Internet in Starbucks.  Coffee … Just when the paywall proved to be profitable as well?


ResponsiveDaily‘s insight:

This is big news!  Why,  well when a publisher like the NYtimes drops its paywall there is one thing that comes to mind…. Advertising.  As Starbucks has a Responsive Web Design strategy ( see  and they are so central to the location of the context of that moment you grab a coffee.  Just think of that reference point for all of the advertisers around you.   Usually, somebody makes a pit-stop at Starbucks to get a coffee…. Clear their head before getting back on with their plans for the day.  A good time for engagement advertising that is location specific around you with Starbucks location as the anchor point before you head into that retail store.

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Mozilla’s Firefox OS game changing for Mobile and the HTML5 Responsive Web

Mozilla open web HTML5 OS and Ads

Mozilla previewed the first commercial build of its Firefox OS and announced several operator and smartphone rollout plans on Sunday at Mobile World Congress.  See on

What makes this such an amazing discussion is that now more then a dozen mobile operators and the a variety of major manufactures such as LG, Huawei are bringing this product to market.  It is the first true mobile web based device that will offer the set of API’s that were traditionally thought of only for native apps such as iOS iTunes Apps and Google Play Apps, now through the browser interface.    We all know that Google is cooking something up exciting with Chromebooks to launch soon, but it surprising that Google was not the first to embrace this strategy.

We are equally excited about this as it is just another strong indication in the Responsive Web Design direction and the future of HTML5 Advertising.

Google Trends Responsive Web Design HTML5 App

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4 Ways Publishers Can Convince Advertisers That HTML5 Responsive Ads are a Better Value

HTML5 Advertising and Responsive Web Design as the perfect match for publishing ad revenue
HTML5 Advertising and Responsive Web Design as the perfect match for publishing ad revenue


Recently, in some of our customer implementations we were able to see several clear ways for publishers to communicate the value proposition to their advertisers.

When publishers with direct sales switch their websites to responsive design, they need to create – or have created — HTML5 responsive ads for businesses and media buyers. Those advertisers are going to need to be convinced that HTML5 responsive ads are worth the value. Since it’s still early days for responsive advertising, clients may be skeptical at first.

Here are four ways publishers can convince advertisers HTML5 responsive ads make sense for them in this multi-screen world:

1. Show Advertisers Examples

Nothing makes for a better presentation than showing ad examples specifically for the business the publisher is meeting with. When publishers visit a potential client, they should bring as many devices with different screen sizes as possible. This way the business can view exactly how their HTML5 responsive ads would appear on a variety of screen sizes.

We are working with a publisher that has had a long tradition of selling  print media ads to their local advertisers. Even though the ad sales team has migrated to selling digital, selling mobile has not been as straightforward.  

Reasons include:

  • Mobile was less then 20 percent of the overall inventory;
  • Mobile traditionally required a separate mobile strategy such as a mobile landing page or new creative as well as specialized ad-serving;
  • Figuring out how to best price mobile versus other channels;
  • Determining the value of the mobile ROI to that brand; and
  • Complicated mobile web, mobile app, SMS, QR codes, and other things that can be done with mobile.

However, when the publisher mentioned above showed the advertiser an example of a responsive ad STRETCHing, they said to us, “Wow, it was magical. The advertiser could immediately see how they could have that same ad work across the entire site.”

2. Present the Facts

Reveal your website analytics to potential clients. These will provide proof that your audience consumes the news on computers and devices with different size screens. Explain to them that HTML5 responsive ads work hand in hand with responsive design and provide the optimal user experience, resizing to screens with different resolutions.

What is really clear is that mobile traffic is exploding. We have found sites that are hitting a higher-age demographic get up to 20-25 percent of their traffic on mobile. Sites that cater to younger demographics are seeing traffic up to 30-40 percent and growing. It is fair to say that we are starting to see a 50/50 in mobile versus desktop now (when tablet is included), and it is only going to go higher.

3. Works with Mobile First and Mobile too

Tell potential advertisers that HTML5 responsive ads are future-friendly. The reality is that more and more people are reading the news on mobile, but at the same time, those same people are reading it on multiple devices. As news consumption is going down on desktop computers, mobile is rising, and responsive embraces both mobile-first and mobile-too strategies.

One of the key aspects that makes mobile special is that the mobile device is with consumers all the time. That contextual relevancy of having ads that can be responsive as well when users are on the go, or in a relevant location, becomes more and more important.

4. Emphasize Bundles

Bundles allow publishers to provide potential advertisers with packages of HTML5 responsive ads, instead of just a single slot. American businessman Mark Cuban once said, “People like bundles. People don’t like to work for their entertainment. They’ll pay a premium if it saves them time.” We think this idea translates into the advertising world.

“Bundles”  just makes the entire process easier for you (the publisher) and the advertiser when they are responsive ads.

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Cross-Screen Advertising Offers More Value for Publishers

With the growth in tablets and smartphones, Miller says responsive-designed sites are now table stakes for publishers.


ResponsiveAd’s insight:

Nieman Journalism Lab recently published a Q&A with Andrew Miller, CEO of The Guardian, on a variety of subjects, including responsive design. In the piece by Justin Ellis, Miller said, “To me, HTML5 or responsive-based is just actually being in the game now. If you’re not, you’ll have real issues serving content across all the tablet formats that are coming through so quickly.” The Guardian, which launched its responsively designed site in November, was only one of several major publishers to implement responsive design in 2012 – from Time to Mashable to The BBC, and more.

Although this may not be specifically related to the examples cited above, we always ask publishers, “what strategies are you using to not only monetize your responsively designed sites, but offer more value?”

We believe that by providing readers with an optimal experience across screens by using responsive design — and advertising — publishers can build content-marketing strategies that link mobile, tablet and desktop.

Going responsive can create a synergistic bundle of a campaign that allows publishers to offer cross-screen advertising. Even though there is a value for each channel independently (mobile, tablet or desktop), the sum of the whole can be treated as a boost in publishers’ overall campaigns. In addition, how the ad content best interacts in the overall editorial content will lead to different types of ad footprints and solutions, such that “native ads” can be considered responsive ads.

Responsive design also offers publishers a better way to integrate the end-user experience around ads, and not just cookie-cutter sizes that are delivered through mediation or plugged-in networks. Publishers can create inherent experiences or conversational opportunities with their content from screen to screen, as users “screen-shift.”

Thirdly, in this era of online social conversation, inbound links from Twitter, Facebook, and even search, provide new ways of gaining users like never before. Advertisers and brands that live within the editorial of a publisher that sells advertising can be treated with further insights on the overall multi-screen experience, not only within that publication, but in a greater way with usage of advanced “data analysis” tools that are coming into the market.

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