(Screen) Size Matters: Is Responsive Web Design the Solution for Changing Screen Size Use?

People are increasingly using larger screens at home and work, and more and more people are replacing laptops with tablets. These changes illustrate how important it is for publishers to embrace Responsive Web Design and Responsive Advertising solutions.

According to a report from research firm IDC, sales of desktop and laptop PC computers dropped a dramatic 14 percent in the first quarter of 2013 compared to a year ago, following the release of Windows 8. It was only expecting a 7.7 percent drop. We think this study shows that it is key for publishers to implement cross-screen monetization strategies.

“Instead of buying new laptops or desktops, people are buying tablets and smartphones, which serve as good-enough alternatives,” says a report from Business Insider.

Gartner also released its own report focusing on PC sales. It says that overall PC sales dipped 11.2 percent, and the trend of consuming content on smartphones and tablets is increasing.

While consumers are increasingly turning to smartphones and mobile devices, businesses have been utilizing them too, but they have mixed reactions.

According to a report in The Financial Times, “Tablets can cause corporate headaches,” businesses like the idea behind tablets because they’re cheaper than desktops or laptops, but often times they’re too complicated.

A portion of the article reads: “Adapting legacy workforce applications to be accessible from tablets can be very expensive. These need to be much simpler to use and robust – for example, not prone to cutting out if the user is on a train that enters a tunnel or enters a lift.”

Publishers, too, are increasingly switching screen sizes for newsroom and sales force uses.

Randy Parker, managing editor of the York Daily Record in Pennsylvania, recently spoke at America East 2013, a conference of newspaper tech and operations executives. He explained that 14 of his newsroom staffers now have iPads, and most editors and reporters have smartphones. In addition, his photographers are now using Nexus 7-inch tablets.

Kim Wilson, president and publisher of South Bend Tribune, said her sales team takes their iPads on the road with them, it saves them a lot of time, and allows them to pull up information on the road for advertisers.

Mel Taylor, founder of Mel Taylor Media, talked about how he launched BrigantineNow.com after Hurricane Sandy to provide aggregated information to the area. He used WordPress to create the site, and he chose a template that uses Responsive Web Design.

“Although the reduction in shipments was not a surprise, the magnitude of the contraction is both surprising and worrisome,” said David Daoud, IDC research director, Personal Computing, in a news release. “The industry is going through a critical crossroads, and strategic choices will have to be made as to how to compete with the proliferation of alternative devices and remain relevant to the consumer. Vendors will have to revisit their organizational structures and go to market strategies, as well as their supply chain, distribution, and product portfolios in the face of shrinking demand and looming consolidation.”

Read More

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.

Read More

Responsive Web Design: Opportunities and Challenges

Responsive Design growth chart
” For those applications that are best served by presenting all of the same content to users regardless of device, responsive design is the best way we currently have to accomplish it. Responsive design does require a fundamental change in the design/development process for many organizations, but should—in the end—provide a better customer experience.

Responsive design does, however, bring its own challenges. We must be even more aware of customer usage, performance and bandwidth considerations, and deal with them in a responsible manner.

When we combine responsive design with some of the new HTML5 features that are becoming available to us within mobile and other devices, we have the ability to change the way we present on the web to create a truly unique experience for our users. Better yet, this experience can be built on a maintainable and hopefully future-proof codebase. In this way, we will come ever closer to the ideal of responsive architecture, as presented in the physical world. ” –  Bob Holt, Mangager of Interactive Development, Sapient Global Markets
See on slashdot.org

Read More

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 Adweek.com. 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.

Always.

See on www.adweek.com

Read More

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.

Read More

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 www.computerworlduk.com

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

Read More

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.

Read More

BBC Integrates Responsive Design into Mobile Sites

BBCIndonesia

BBC World Service has launched new mobile sites for Indonesia and BBC Hausa, which both come sporting responsive design. The technology detects the screen size of the device the user is browsing from, with the page then adapting accordingly to ensure one size fits all.

ResponsiveAds insight:

Mashable called 2013 The Year of Responsive Design, and it truly is. BBC is continuing its expanded implementation of responsively designed sites. The media giant, which already converted its international website, bbc.com/news, has announced its Indonesia and BBC Hausa websites are also now using responsive design. In addition, BBCRussian.com will be switched over in February. Who do you think will be next to embrace responsive? Let us know in the comments below.

See on www.mobile-ent.biz

Read More

Getting Google AdSense to work in Responsive Web Designed sites

header2

In accordance to the holiday spirit we just made this free and open tool available to enable Google AdSense in Responsive Web Sites.

As many of our sign-ups have been asking for a way to fill their remnant inventory with Google AdSense in addition to running their own responsive ad creatives, we decided to create a simple tool to bundle your different Google AdSense codes and configure which one will run on mobile, which one on tablet and which one on desktop.

Google will most likely come up with their own solution for this sometime in the near future but in the mean time publishers can use our solution to enable AdSense to work to monetize their websites across all screens!

Our solution works nicely for publishers with their own ad sales that are using DoubleClick For Publishers (DFP) and are back-filling with AdSense and publishers that are not using an ad server and are using AdSense codes directly in their sites.

Here is a link to our free tool.

Read More

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!

_______________________________

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

Read More