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.




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