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

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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Season Greetings from ResponsiveAds

Thank you all for a great 2017.   It was a very good year for ResponsiveAds as we worked to improve our Narrator Studio product and enhanced many of our publisher’s bespoke creative development and premium revenue-generating strategies.   This is just some of the many units produced with the platform, but overall in 2017, we served over 2Billion impressions of high-impact edge-to-edge creative with over 20x performance of typical industry rich-media presented by Google.

This is our Youtube channel of some of the Responsive HTML 5 creative of 2017.   If you subscribe you will see new units as we add them to the gallery.

Warm Regards from TEAM RAD.

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How to Be Responsive to the Google Freeze of Your Ads: Quick Migration to HTML5


Google seems to throw last-minute changes on us. In April, the tech giant changed its algorithm so websites that use responsive web design or have a separate mobile site come up first when searching on mobile devices. In fact, software developer Moovweb conducted a study since “Mobilegeddon” was implemented to see how the algorithm change has influenced search results. It found that during 83 percent of searches, the top website was mobile-friendly, 81 percent of the time the top three items were mobile-friendly, and 77 percent of first-page search results were mobile-friendly. Now, Google wants brands and agencies to turn away from Adobe Flash and to HTML5 for online advertising.

Starting Sept. 1, Google’s web browser, Chrome, will pause certain autoplay Flash ads, according to a Google+ post.

Google explained it this way when it announced the change in June:

“When you’re on a webpage that runs Flash, we’ll intelligently pause content (like Flash animations) that aren’t central to the webpage, while keeping central content (like a video) playing without interruption. If we accidentally pause something you were interested in, you can just click it to resume playback. This update significantly reduces power consumption, allowing you to surf the web longer before having to hunt for a power outlet.” Advertisements also fall into the Flash animations category.

Most Flash ads were automatically converted to HTML5 in GoogleAds beginning in February. However, there are specific scenarios where they are not.

Our HTML5/Responsive Solutions

We at ResponsiveAds are quite happy as we pre-empted this double whammy by creating a platform to support both HTML5 and Responsive strategies. ResponsiveAds’ technology is fully compliant with HTML5 to run on Google AdWords.

HTML5 specifications were key to our creation of a next-generation ad tech platform. As time passes and we see the evolution of HTML 6, 7, 8, etc., they will all lead to the next generations of advertising that we see as a roll-up into an all-fitting, dynamic responsive to screen, user and context-based ad unit.

Visit to create your rich media HTML5 Responsive Ads using our self-serve cloud web app, Narrator Studio, which uses STRETCH technology so you can easily create and deploy ads that stretch fluidly across all screen sizes with just one tag.

If you have any questions about the changes by Google and/or our solutions, please contact us today.

Have you switched from Flash to HTML5? Have you run into any glitches? We’d love to hear from you in the comments.


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As Developers say open standards will win for HTML5 apps….so we launched Responsive App Canvas(TM)

See on Scoop.itResponsive Advertising

Clearly, everyone and their dog is thinking mobile first these days. But what’s more interesting in the survey is that the majority of developers aren’t looking to iOS or Android to do so.

ResponsiveDaily‘s insight:

Wouldn’t be great that any HTML5 App could now be embedded into an ad so that users can interact in real-time, anyplace, anytime….  Well we launched Responsive App Canvas so that the world of creative developers can start to work deeper with brands and agency on creating more and more "magical" experiences with cross-screen advertising.


Since we launched earlier this week ( we have seen some exciting applications start to get embedded into our STRETCH Ad unit.


Why should you have to click on the ad, then click to download and wait several minutes to experience an app.  We make is so that you do not need to even click-to-download  to start interacting…. you are just there in the app.  In some ways this can become a powerful alert mechanism that can be blended with a "native ad" or even part of a POEM ( Paid, Owned or Earned Media) strategy combined seamlessly.

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MediaShift Idea Lab: Why Media Sites Should Adopt Responsive Design

We were mentioned in this article….


Yes. More screen sizes mean more ad sizes, which means you could have more ad inventory to fill. Ad Networks such as 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.

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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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Intel touts multiscreen flexibility with ‘display as a service’

By hooking displays to a network, users can send video from their devices to any available screen. Read this article by Stephen Shankland on CNET News.


ResponsiveAds’ insight:

…. Just when we thought that software took “all of the steam”.  The hardware industry is also getting very innovated with multi-screen services and offerings.  This is quite an exciting opportunity when we think of WebTV’s and multiple screens connected.  Many tablet users multi-task when watching TV ( hence, second-screen viewing) that has led to an entirely different way we look at content.  This should throw more fuel in that fire.

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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.

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

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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Advertising Week 2012; Google talks mobile ads: lots of show, little substance

The event was fluff which is a shame because publishers face a real pickle: how can they reclaim lost desktop dollars as readers move to mobile? For now, the problem is that many ad buyers think that mobile screens are too small for effective advertising while, at the same time, consumers find mobile ads invasive.
See on

We were also able to hear this presentation as well at Advertising Week 2012.   This comment by Jeff really hit home for us at ResponsiveAds.  We are so focused on the correlation of value between mobile, desktop and online with right ad unit and design. Today the correlation discussion that links these different channels in our mind is a key to prevent this underestimated value of mobile. Many  demand side players will say that mobile CPM  is so low because supply is so great, however on this limited screen real estate in premium positions a cross-screen strategy is the key to assuring this value sales.

The too small or invasive discussion is not new.  However, it is clearly showing that when the ads are relevant, the invasiveness discussion goes away. With tap to expand,  mobile-rollovers, the small screen dilemma is solved.

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