What Publishers Should Know When Considering the Switch to Responsive Web Design
When publishers consider making an investment in switching to Responsive Web Design and embracing Responsive Advertising to monetize across screens, it’s important for them to look at the changes that are in store. From ad sales strategies to weighing Responsive Advertising solutions to collaboration and communication between advertisers, agencies and publishers, the change-over to responsive design requires a significant amount of planning. Publishers should ask themselves not only if they will see a return on their investment, but by implementing responsive design and advertising solutions, is there an opportunity to make more revenue?
In the past, media buyers’ strategies were focused on separate media channels. Responsive Advertising, however, completely disrupts this idea and presents publishers and advertisers/agencies with opportunities for new ad sales strategies such as bundling – or “silo-busting.” It also creates challenges such as publishers and agencies being on the same page when it comes to advertising servers and technology.
There are several types of publishers who have different ad server situations, including publishers who sell their own ads and have their own ad servers, publishers who use their own ad servers and third-party servers and publishers who only use third-party servers for ad networks such as Google AdSense.
Previously, industry-wide, ads were sold on fixed, standardized page positions. When it comes to Responsive Advertising, ad sizes and location change depending on screen size and orientation.
In our first e-book, “What Every Publisher Needs to Know About Responsive Web Design and Advertising … Now & How,” we provide 51 pages of comprehensive information on what this move would mean for publishers – from monetization to investment to technology to workflow, and much more.
Highlights of the e-book include:
- Studies showing the skyrocketing use of multiple screen sizes for news consumption;
- A look at what Responsive Web Design is, what its components are, and what the implementation would mean for publishers;
- The challenges and opportunities of figuring out the best Responsive Advertising strategies for publishers. We explain the different types of publishers, their unique ad server scenarios, and potential monetization solutions;
- ResponsiveAds’ cross-screen monetization solutions STRETCH™ AND SWAP™, which allow publishers to sell inventory in bundles at desktop eCPMs, and convert current online ads to HTML5 Responsive Ads through our self-serve online platform;
- Case studies discussing the successful private beta implementation of Responsive Ads of our local publishing partners;
- An explanation why the transition from Flash-based advertising to HTML5 Responsive Advertising is the future; and
- Valuable insight on the state of Responsive Web Design and its future from thought leaders Aidan Foster and Justin Avery.
For more information, please visit our website.
Leave a Comment
- SXSW News: Kenshoo Integrates with Oracle for Social Marketing
- Study: Consumers Want a More Personalized Mobile Home Screen
- Twelvefold Introduces Spectrum for Video: Real-Time, URL-Level Video Ad Placements Across All Screens
- DataXu Adds Video to Private Exchange Capabilities
- YuMe, Magid and Razorfish Reveal CTV Creative Best Practices in Latest Study
- SXSW News: Kenshoo Integrates with Oracle for Social Marketing March 7th 2014 AUSTIN, March 7, 2014 (ADOTAS) –- Kenshoo, the global leader in [...] more »
- Study: Consumers Want a More Personalized Mobile Home Screen March 7th 2014 ADOTAS – New research from mobile analytics company Flurry shows noteworthy [...] more »
- Twelvefold Introduces Spectrum for Video: Real-Time, URL-Level Video Ad Placements Across All Screens March 6th 2014 SAN FRANCISCO, March 6, 2013 (ADOTAS) – Twelvefold, a big [...] more »
- DataXu Adds Video to Private Exchange Capabilities March 6th 2014 BOSTON, March 6, 2014 (ADOTAS) – DataXu, a leading provider [...] more »
- YuMe, Magid and Razorfish Reveal CTV Creative Best Practices in Latest Study March 6th 2014 REDWOOD CITY, Calif., March 6, 2014 (ADOTAS) – YuMe, Inc. [...] more »
- RR Donnelley Announces $350 Million Debt Offering March 6th 2014 CHICAGO, March 6, 2014 (ADOTAS) – RR Donnelley & Sons [...] more »
- Getty Images to Showcase Free, Legal Embed Capability at SXSWi March 6th 2014 NEW YORK and AUSTIN, March 5, 2014 (ADOTAS) – Global digital [...] more »
- You Have My Data, Now Stop Retargeting Me! March 7th 2014
- The Top 5 New Video Ads: Snickers, Pepsi, HUVr, Hugo Boss March 7th 2014
- Spotlight on Search: Yahoo! Gemini vs. Google Enhanced Campaigns March 6th 2014
- 6 Trends That Reinforce the Need for Unified Data Collection March 6th 2014
- 4 Important Lessons B2B Marketers Learned in 2013 March 5th 2014
- Marketing Operations Manager - Healthcare
- Director Digital Engagements
- Website Designer
- Online Account Manager
- Online Media Buyer
- SXSW News: Kenshoo Integrates with Oracle for Social Marketing - Responsivemts | Responsivemts: [...] Report Rattles Currency's WorldBrands' Organic Facebook Reach Has Plummeted Since OctoberSXSW News: Kenshoo Integrates
- #DailyDigital It’s Friday. Facebook Is Doing Something to the Newsfeed. Again. | Trey Peden - Digital. Marketing. Management.: [...] Five Things the FTC Will Get Tough on in 2014 I wanted to read
- Jeff Yablon: of course ... there's always the question of revenue split ... interesting new service just
- Articles Written by Bob Bentz | Bob Bentz: [...] 7/14/08 — Adotas [...]