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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Chameleon or Fruit? Publisher’s Integrated Ad Strategy Challenges

1/15/2018  – *Blue Monday with the Blue Chameleon

Matthew Snyder

Amidst the challenges Publishers are facing in 2018 monetizing with advertising that culminated  from low commoditized CPM’s, regulated social syndicated growth (e.g. Facebook’s announcement of deprioritization for pubs)  and Google’s end-user power play by taking control over Ad Blocking  (Chrome with Adblock Feb 15th 2018) should embrace chameleon or flower-like strategies for integrated advertising.   Let me explain.

 

When one thinks of a chameleon,  we think of a beautiful creature that blends into its environment.  This is how I see the how native advertising has evolved.   Content that tries to blend into the look-n-feel of the page.  Even with the propensity to see more personalization, targeted relevancy the content is still pushed to the end-user in an environment that makes it the least interruptive as possible.  There is no question this part of the future of advertising as the combination of content-marketing and ads blend further together.      Some of the problems we have seen with Native advertising has been the overabundance of low-quality content feeds like thousands of geckos running loose in your garden,.  As a consumer, they are great to watch, but what value to they bring…. Makes me think about “fake news”.

 

Then  I think of a comparison to fruit.   As fruit grows it becomes rich with beautiful colors as well and fresh at the point of ripening.  Fruit do not necessarily blend in totally like a chameleon, but they do not look out of place either.  They can still be highly integrated and when a consumer reaches out to engage, they get a sweetness that is satisfying.  Isn’t this what ads like branded content should be?  Beautiful and sweet to the senses.

As we progress into 2018, we look forward to continuing to share our thoughts on how advertising evolves…   Happy New Year.   Are you embracing a Chameleon or Fruit strategy?

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* BTW-  Today is Blue Monday.  A concept originally created for the saddest day of the year as part of an advertising campaign for Sky Travel.

http://players.brightcove.net/2540076170001/rJV2FUU4G_default/index.html?videoId=4710472033001#t=49s’ allowfullscreen frameborder=0

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MediaShift Idea Lab: Why Media Sites Should Adopt Responsive Design

We were mentioned in this article….

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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PRESS RELEASE: ResponsiveAds™ Launches New Responsive Web Design Display Banner Advertising Service

Today we are making our STRETCH(tm) product available for private-beta!  Here is the release….. we love connected moments and we wanted to memorialize 12/12/12 @12:12!

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Now available in private beta, STRETCH™ offer enables publishers, agencies and brands to effectively run the same ad creative in different configurations across desktop, smartphones and tablets.

NEW YORK, NY, December 12, 2012 –ResponsiveAds, Inc. today announces the private beta release of the world’s first, patent-pending STRETCH™ product and a collection of responsive creative ad formats. The STRETCH™ product allows customers to easily upload a standard IAB (Interactive Advertising Bureau) ad unit-sized creative and in minutes author a single, cloud-hosted rich-media HTML5 responsive creative banner ad. Customers do not need to be web designers to create ads that work seamlessly on all digital screens while outputting a single ad tag to simplify the ad operations process, with full-compatibility to existing industry ad servers. A showcase of five unique new formats can be found at responsiveads.com/ad-formats-showcase/.  * Included is a special responsive full-takeover (Backdrop™) in-cooperation with retailer Koko & Palenki for the holiday season. This ad demonstrates the “magic” of STRETCH™ as the ad acts differently in Smartphone portrait and landscape modes.

 

The breakthrough at the core of ResponsiveAds’ STRETCH™ technology directly addresses the challenges publishers are facing to effectively monetize their rapidly increasing mobile inventory. According to analyst Mary Meeker, now an Investment Partner at venture capital firm Kleiner Perkins Caufield Byers, eCPMs (effective cost-per-thousand impression ads) are five times lower on mobile than on the desktop. The combined mobile and interactive usage vs. spend gap leaves an estimated US $20 billion immediate upside in the US market alone.

 

While the STRETCH™ product was developed with responsive web design sites in mind; it is not limited to responsive sites.   STRETCH™ ad tags can enable the same ad to work on mobile, tablet or desktop sites and apps using the patent pending process called Flow-Lines™. This new unique concept of Flow-lines™ defines the configuration for how the ad adapts automatically to different screen sizes and responds dynamically to context and user.  It is perfectly suited for brands to efficiently deliver a cross-screen campaign via just one ad-tag.

 

ResponsiveAds, Inc. has now opened its self-service platform for STRETCH™ advertising in private beta to a select group of publishers, advertisers and brands. The company is accepting requests for participation in the next round of the beta at responsiveads.com/sign-up.  Users can upload a creative asset, which outputs as a Responsive STRETCH™ banner ad unit and ad tag.  From brand awareness to direct response campaigns, the same ad can be quickly configured run across multiple screen sizes. According to Founder and CEO of ResponsiveAds, Matthew Snyder, “We are excited to bring this disruptive product to both allow publishers the ability to improve yields and sell-through across digital properties, and to enable marketers to efficiently and effectively deliver their message across mediums through this new form of bundling.”

 

There is no cost to sign up and trial STRETCH™ product.  Once customers have reached a threshold of usage, the STRETCH™ service utilizes a pricing structure that combines CPM and cost-for-creative.  The request for invitation sign-up is available from today as well as information on plans and pricing.  Visit http://responsiveads.com/sign-up to sign up for a private beta invitation.

 

 

About ResponsiveAds, Inc.

ResponsiveAds, Inc. is the publishing and advertising industries’ first-ever responsive web advertising focused company, built from the ground up to best serve the new challenges in multi-screen design and monetization. Its innovative, patent-pending technology gives publishers the freedom to seamlessly scale existing Ad Ops organizations to the needs of the marketplace. ResponsiveAds is offering a suite of products and professional services targeting multi-screen advertising for revenue acceleration across all screens.  ResponsiveAds is working with industry groups such as the IAB (Interactive Advertising Bureau) to develop these new industry ad format standards.  The company is comprised of mobile and online advertising technology experts passionately looking to solve the problems of convergence and monetization of media.

 

For more information, please visit http:// responsiveads.com

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