The iPad Mini and it’s effect on the monetization of screen-shifting – ResponsiveAds featured on Forbes

By Elisa Rivero

Today is Apple’s day, so let’s leave Google to the side for now. It is well known that mobile has created a crisis in advertising. Although the industry can see how the correlation of location-based data with social and other data sources can lead to highly targeted and relavent advertising, the reality has been that “traditional” display ads have not been very effective on mobile and the rates are generally 5-10% of what can be charged for the equivalent on the desktop (which itself is a fraction of the price of print ads).
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The staggering growth of smart devices and tablets is giving a greater propensity for consumption of rich media and video.

With the high usage of video on mobile, the key point now is that mobile is no longer a stand alone channel, but with the promise of techniques like Responsive Web Design, the opportunity exists for better linkage of all media channels enabling a greater monetization result.

The phenomena of screen-shifting ( users migrating from screen to screen or cross-screen) is now a basic scenario that needs to be accounted for in the behavior of media consumption. Building attribution models for cross-screen usage including more intelligence and interactivity of the media itself in finally here. The growth of HTML5 video players and delivery is now key to this ability for multi-screen adaptivity of content, but it does not end with free media monetized by the pre and post roll advertising. Wallpaper companion and new ad units like the IAB rising star units are making way for overlays that bring in a richness of call-to-action content right into the ad experience itself. Ads are becoming more about relevant content intertwined with the editorial of the publishers content for any screen and any context.

We at ResponsiveAds believe that the richness of the content experience in marketing that responds in a story-line form from screen to screen, based on the user and context. Building media strategies that was once about creative push is now possible with responsive pull of dynamic content optimization ( DCO) based on real-time interactivity and user context cross-screen.

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