Publisher’s Next 30 days: What to do about the Chrome Ad Blocker Release Feburary 15 2018

At ResponsiveAds our mission is to make it fast and easy to produce awesome creative that users want.  How do you do that in a world where ad blockers are becoming mainstream. As the free web has been built by a business model of advertising, sponsored and marketing content it is hard to believe that all of the ad business with just evaporate when the industry is seeing YoY growth in digital spends and the transition of offline traditional media dollars to digital.

On Feb 15th,  With Google’s own ad blocker in Chrome, they plan to eliminate the need for users to install other ad blockers with a solution to the “bad” ad problem.  As one of the largest advertising companies, it is in their best interest to deliver a solution that works.  Between Google and Facebook alone a majority of the digital media dollar spend is through their networks.

The promise with this new ad blocker is to follow the standards laid out by the CBA “ Coalition of Better Advertising”  The spec can be found here at https://www.betterads.org/standards/.

The key messages we find for Publishers is to follow these three common-sense principles:

  1. Limit anything that animates, moves or plays video.  With sound, it must be muted with to user-initiated trigger only.
  2. Eliminate anything that covers the content.  This conversation is good for websites and your applications (e.g mobile iOS or Android apps)
  3. Work with ad tech companies that prioritize load performance and high-quality creative
  4. Less-is-more approach by developing a few high earning positions, instead of as many small multiple square ad slots all over the page that gives ad clutter.

As a first of many posts to come,  Here is a quick summary of three starting options we have available for your digital responsive ads:

[1] Employ Responsive Native and Flexible Formats: Develop and work with better ad formats that fit-more natively on the page and the content.  Native Ads have been a success, but we believe they can be taken to a much more rich, dynamic, immersive and interactive level with creative delivered from tools such as ResponsiveAds Narrator™ Studio.   We believe to get the fastest loads and the best performance it is imperative to keep ad sizes under 200K

[2] Better Placement Strategies:  As you must kill your Pop-ups or ads that cover the content, develop strategies such as these positions.

  • Top Edge-to-Edge Responsive Expandables:  These are your most premium positions when the prestitial and interstials must be eliminated.
    • 1×1 placement in the top header of the content.  The ad can push down to a nice height ( from 300~600H) for high-impact with a certain frequency cap for users, and then close-up (66~90H) or disappear.
    • Top 970×250 IAB Slot to have similar expandables that can go edge-to-edge or even just and edge-to-edge Responsive banner
  • Develop edge-to-edge placements: In the top and middle leader placements with Page-Scrollers™, Edge-to-edge parallax units and also dynamic expandables
  • Immersive First: Leverage solutions such as carousel galleries, engaging gamified content or highly immersive creative approaches that bring some value to the end-user.  The ResponsiveAds platform enables designers to embed anything they want as long as the loads are light.  When deploying video units assure that there is a progressive delivery system to optimize the performance of the video.

[3] Scrutinize the animation and develop rich-engaging creative:  When building out ads with animation, we have found that subtle animation that flows for only several seconds is better than the 5~10 sec animated banners. The attention span of the user scrolling down the page in many cases is even less than 2 seconds unless they are reading an article and the ad is a companion.  Even if this is the case, you never want to interrupt the user, but bring value to your readers with engaging strategies.

As there are only 30 days left till the Chrome Ad Blocker update with hit millions of users.   Time is now to get this right.

Happy Planning….

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The Minneapolis Star Tribune goes Programmatic… is it working?


The Minneapolis newspaper is a publisher that has embraced the world of automated ad buying.

 

ResponsiveDaily‘s insight:

This seems to be the growing trend for publishers that can not maintain their ad sales teams.  They have found a balance and leveraged the private marketplace to do so.

 

“Programmatic for me becomes a way for me to capture brand and direct-response dollars while still pushing high impact premiums that are directly sold,” Faust said. “Once upon a time, we looked at the workhorse as all we offered — leaderboard, skyscrapers. Now those opportunities are programmatic. We push direct for Rising Stars units. Ideally, programmatic would adopt scale around those ad units; the workhorses need to be put out to pasture.”

 

The Rubicon Project’s private marketplace gives the publishers the ability to manage the advertisers and let them bid out the inventory.  We see this as an opportunity where they want to start to balance between mobile and desktop and need creative options to do so.

See on www.digiday.com

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Real Time + Real World + Real Ads (Relevant) = Responsive Advertising

RTB advertising spend chart

In a recent article in Mediapost by Joe Mandese titled “Real Time + Real World = Real World Retargeting” , he talks about what happens  when real-time marketing meets the real world….. he is not just talking about mobile, which is an obvious means of serving ads to people based on their geographic proximities, he is talking about good old-fashioned brick-and-mortar.

 “Ninety-two percent of all retail is still offline,” Jeremy Ozen, one of the co-founders of Vistar Media, told me earlier today, a fact that I have to admit surprised me when I heard it. But it’s for that reason, he says, that Vistar has been developing a new marketing concept he calls “real world retargeting.”
Ozen says the conversions won’t necessarily happen in real-time, because consumers in the physical world cannot necessarily react with the same impulsive speed that they might online, but he says the same attribution models will apply.
If we serve an ad to an office building, a QSR location or a cab in a downtown district, we will be able to see if that [user’s] phone shows up within the four walls of Wal-mart that day, in the next week or two weeks from now,” Ozen explains.
Ultimately, the attribution of those conversions will depend on the type of advertiser and product or service being advertised, but Ozen says, noting, “It will depend on the advertiser, but for people with brick and mortar locations this is a really interesting way to bring accountability to a segment of media spend that didn’t necessarily have it before.
Another company doing similar things with real-time retargeting is a company called Local Response….. they call “intent response..

Read more:  Real-Time Retargeting

 

ResponsiveAd‘s insight:

Great view but I feel it still falls short…. as it is only 2 legs of the stool. To get the balance and strategy right we need the right 3 legs of the conversational marketing approach.   Having conversations in silo’s just does not work.  There is a continuous stream from screen to screen that begins the interaction that can trigger the next one.  Closing the loop for the right a must come with these relevant real time and place with the right honest messages to make this next shift in advertising work.

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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.

See on www.digiday.com

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