MediaShift Idea Lab: Why Media Sites Should Adopt Responsive Design

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DOES RESPONSIVE DESIGN AFFECT ONLINE AD INVENTORY?

Yes. More screen sizes mean more ad sizes, which means you could have more ad inventory to fill. Ad Networks such as ResponsiveAds.com are taking the lead by encouraging sites to sell their ad inventory in packages that include the full spectrum of mobile and standard-display ad sizes. Many sites are tackling this issue on their own and tasking their developers to create responsive ad spaces using clever CSS configurations.

See on www.pbs.org

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Should Publishers Implement Facebook Exchange?

Retargeting

 

While the majority of advertisers still have not used FBX, the social network’s real-time bidding exchange for serving retargeted ads, data shows Facebook is taking an ever-greater share of these impressions.

See on www.emarketer.com

Facebook Exchange (FBX), the real-time bidding platform that launched in 2012, partners with retargeting companies such as AdRoll to let advertisers purchase and deliver retargeting impressions on Facebook.

AdRoll partnered with Facebook early on after the launch of the Exchange. According to eMarketer, Facebook Exchange is increasing in popularity, and AdRoll alone has more than 700 brands advertising on the Facebook platform. Overall, the number of retargeted clicks Facebook has seen is rising.

The click-through rates for FBX ads was 40 percent less than other web retargeting ads, but the price per click came in at 80 percent lower than on Facebook.

“There’s still plenty of upside for Facebook retargeting advertisers, however. Cost per impression (CPM) and cost per click (CPC) were both significantly lower on Facebook, proving that the social site does offer some substantial monetary benefits, along with ride reach,” the summary from eMarketer says.

ResponsiveAds’ Insight:

Is the Facebook Exchange social re-targeting ad network the Trojan Horse for Facebook’s global monetization strategy?

Facebook has developed a plug-in for publishers’ websites so they can track readers’ behaviors. However, publishers aren’t the only ones who can track users’ behaviors. Facebook can, too.

The social network can place the most relevant ads on the page, but the publisher needs to open up their inventory to Facebook Exchange. This could be the first step toward programmatic premiums.

In addition, Facebook likes screen-shifting, and mobile is part of that bundle. It can be delivered to any screen at a premium CPM.

We think that ad currencies should not be based on channels, but rather the value of the ad impression at that particular moment and time. It’s no longer about the size or shape of the ad — it’s the ad’s effectiveness.

We believe that having one ad that transforms to match the RTB environment of DSPs and exchanges is the best way to go.

One option is to upload different creatives and SWAP them out for different sizes and shapes. The other choice is to have your brand agency on the dashboard, communicating in real time through the ad, just like Twitter.

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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.

See on www.mediapost.com

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