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

As Developers say open standards will win for HTML5 apps....so we launched Responsive App Canvas(TM) | Responsive Advertising | Scoop.it
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 ( http://www.prnewswire.com/news-releases/partnership-brings-apps-coupons-to-multi-screen-responsive-ads-208304761.html) 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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Responsive Advertising
News and articles about advertising in the Responsive Web (RWD)
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MediaPost Publications Cross-Device Tracking Will Expand Mobile Advertising 11/19/2013

Cross-Device Tracking Will Expand Mobile Advertising - 11/19/2013
ResponsiveDaily's insight:

This will be one of the most contested discussions in 2014. With all the debate around cookies, privacy, unique identifiers, once the air is cleared, the effects on mobile advertising will be astounding...

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Natural Time To Rethink The Banner?

Natural Time To Rethink The Banner? | Responsive Advertising | Scoop.it

1) Think beyond creative

Changing creative standards time and again is not enough, no matter how rich the media is. Einstein defined insanity as doing the same thing over and over again and expecting different results. Over the years, we have gone from static banners to animated GIFs, to rich media and high-quality video -- and none have moved the engagement needle significantly. Creative isn’t the issue. We have to adjust other levers if we want to see any substantial change to CTRs and engagement rates. We have to start thinking differently about the importance of relevance and placement.

 

2) Relevance matters most

No matter how beautiful an ad is -- how interactive and cool -- if it’s not relevant to the consumer in the moment, it’s not going to engage them. Intent is everything. You could be targeting the right demographic in the right DMA at the right time of year -- and the audience buy itself could be spot-on -- but if the intent isn’t targeted in real-time, relevance is lost.

Targeting must go beyond audience and deeper into context in order to reach customers while they’re in a buying frame of mind. Think about search engine marketing, which captures a user’s search query and surfaces ads that are specific to that query. I saw an ad for Google recently that read: “You know who wants a haircut? People looking for a haircut.” Display advertising can learn something from this kind of intent targeting. The goal is to get so granular with our targeting that advertising becomes helpful rather than irrelevant and irritating.

 

3) Just try to look natural

Can we agree once and for all that the “golden triangle” is over? Why do we insist on putting ads along the top and down the right margin? It’s not effective. This may be one of the biggest drivers behind the native advertising movement.

Native advertising allows publishers to create advertising unique to their site or platform, so that ads fit seamlessly into the page. The ads often look like publisher content, although the best practice is to clearly identify them as ads. Examples of this include Sponsored Tweets, Sponsored Posts on Facebook and Google AdWords. Publishers like Slate, The Cheezburger Network, Funny or Die and Salon are offering native options, which tend to be unobtrusive and often helpful -- or at least, entertaining or intriguing.

This is where advertiser and publisher heads should be, even if they can’t technically go native. Not everyone has resources to create their own platform, but it’s the right path -- ads that don’t attempt to disrupt, but fit naturally into the flow of the user experience.


4) Cue the bugle

It may be premature to call the banner dead, but we have to stop using the same tired methods to revive it. No amount of glitter and glitz can make it work -- we need to think beyond appearance at the root causes of banner blindness. If we can make display smart and relevant enough to be worth seeing, we can end the problem once and for all.



Read more: http://www.mediapost.com/publications/article/198380/time-to-rethink-the-banner.html#ixzz2TDd58xGb

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Responsive ad campaign for George by Asda...Responsive to Weather

Responsive ad campaign for George by Asda...Responsive to Weather | Responsive Advertising | Scoop.it
Asda has unveiled a weather responsive ad campaign for its George brand, featuring digital advertising banners which respond immediately...
ResponsiveDaily's insight:

When we think of ResponsiveAds,  we do not think of them as only responsive to the device size and shape as in Responsive Web Design, but responsive to the context of places, things and times around you.  Weather just happens to be one of those things that gets very interesting when we think of how Responsive Ads go "Native" 

 

We really believe that Responsive Advertising and Native Advertising are one  in the same thing with Responsive Advertising covering more of the scope of scalability and cross-platform strategies.

 

Stay tunes as ResponsiveAds brings more and more products and services to the market that leverages real-time context and native advertising formats.

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MediaShift Idea Lab . Why Media Sites Should Adopt Responsive Design | PBS

MediaShift Idea Lab . Why Media Sites Should Adopt Responsive Design | PBS | Responsive Advertising | Scoop.it

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.

 

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Why ResponsiveAds is the Answer for Native Advertising

Why ResponsiveAds is the Answer for Native Advertising | Responsive Advertising | Scoop.it
For most -- including the Atlantic, Politico, Gannett and others -- it's about fitting the ad into the site experience.
ResponsiveDaily's insight:

What is native advertising, and what does it mean for publishers? Digiday recently asked publishers for their definitions of “native advertising.” Answers ranged from – it’s still being defined to creating an advertising experience that doesn’t disrupt what the user is expecting.

 

We think that ResponsiveAds is the answer for native advertising because:

 

It provides the best design of ads onto publisher websites;It can be used like The New York Times has designed Riccochet, which was launched last April and allows advertisers to select articles from their archive to attach ads to for a specific period of time. Riccochet provides a unique URL for articles that have these advertisements;Incorporating sponsored content allows publishers to incorporate ads “in stream,” eliminating disruption of the reader’s website experience and flowing with the rest of the editorial content; andIt’s focused on brand marketing versus direct response.

 

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Real Time + Real World +Real Ads (Relevant) = Responsive Advertising

Real Time + Real World = Real World Retargeting - 03/12/2013

ResponsiveDaily'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 ship in advertising work.

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Intel touts multiscreen flexibility with 'display as a service'

Intel touts multiscreen flexibility with 'display as a service' | Responsive Advertising | Scoop.it
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.
ResponsiveDaily's insight:

.... Just when we thought that software took "all of the steam".  The hardware industry is also getting very innovated with multiscreen 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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Why develop a mobile site, when there Is No Mobile Internet?

Why develop a mobile site, when there Is No Mobile Internet? | Responsive Advertising | Scoop.it
Why we need to forget the idea of a mobile Internet and start thinking about how to create seamless online communications instead, irrespective of device.
ResponsiveDaily's insight:

The idea of a mobile internet went out the window when the dotmobi ( .mobi) domain did not go mainstream.  Having multiple URL's with m.site or mobile.site or site.com/mobile is just too complicated..... Responsive web design enables us to have one-internet with multiple-views.  All these companies creating mobile sites with hopes of getting indexed in Google for a mobile internet is great, but the big "wave" is now here with browsers that 

are just as powerful on mobile as the desktop.

 

When you define your mobile strategy and you think about deploying a separate mobile website,  I would take a harder think about that vs. developing a mobile app.  

 

Maybe the mobile app ecosystem will become the next new mobile internet?

 

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We Support Senator Rockefeller’s ‘Do Not Track’ Campaign

We Support Senator Rockefeller’s ‘Do Not Track’ Campaign | Responsive Advertising | Scoop.it

"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.

ResponsiveDaily's 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.

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Responsive Advertising = Native Advertising + Scale

Responsive Advertising = Native Advertising + Scale | Responsive Advertising | Scoop.it

"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

 

 

ResponsiveDaily's 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."


ResponsiveAds’ Perspective

 

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 brand’s effects instead of direct responsive.

 

However, native takes the responsive out of direct “responsive” for brand value, yet keeps the ResponsiveAds.

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

The iPad Mini and it's effect on monetization of screen-shifting - ResponsiveAds featured on Forbes | Responsive Advertising | Scoop.it

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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Jumptap weeds out fantasy shopping with new approach to mobile ad targeting

Jumptap weeds out fantasy shopping with new approach to mobile ad targeting | Responsive Advertising | Scoop.it
To help advertisers figure out when consumers actually intend to purchase a product and when they're just making a wish list of fantasy items, mobile ad network Jumptap's new ad targeting approach links mobile behavior, web behavior and offline data.
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What Content Marketers Need to Know About Responsive Web Design | Content Marketing Institute

What Content Marketers Need to Know About Responsive Web Design | Content Marketing Institute | Responsive Advertising | Scoop.it
This tutorial provides a fundamental understanding of the technical concepts involved in responsive web design, so you can make informed content decisions.
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As Developers say open standards will win for HTML5 apps....so we launched Responsive App Canvas(TM)

As Developers say open standards will win for HTML5 apps....so we launched Responsive App Canvas(TM) | Responsive Advertising | Scoop.it
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 ( http://www.prnewswire.com/news-releases/partnership-brings-apps-coupons-to-multi-screen-responsive-ads-208304761.html) 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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New York Times can reinvent its future, The Story-Telling of Snow Fall

New York Times can reinvent its future, The Story-Telling of Snow Fall | Responsive Advertising | Scoop.it

"Blame my enteprenurial tendencies, but when I was experiencing Snow Fall, all I could see was stunning brand-advertising opportunities, that went beyond the dumb, commoditized advertising the Times is forced to put on its website. Why not embed a tasteful Land Rover ad or throw in one for Moncler? That is native advertising that actually allows organziations like the Times to live by their ethos and maintain the fidelity of their brand.

ResponsiveDaily's insight:

We really see this as an example of where the premium publishers could go to create these holistic story-telling experiences that embedd everything in a "native" way.  From content to advertorial to brand integration...   I expect will will see this evolve with conversations and continuing community engagement as the stories progress.

 

An interesting platform that takes this to a softer more scalable level on a technology side is Circa.   It makes it easy for a community to build around a story.  

 

This is the new shift in premium.

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The Minneapolis Star Tribune goes Programmatic... is it working?

The Minneapolis Star Tribune goes Programmatic... is it working? | Responsive Advertising | Scoop.it
The Minneapolis newspaper is a publisher that has embraced the world of automated ad buying.
ResponsiveDaily's insight:

This seems to be the growing trend for publishers that can not maintain their ad sales teams.  They have found a balance and leveraged the private marketplace to do so.

 

“Programmatic for me becomes a way for me to capture brand and direct-response dollars while still pushing high impact premiums that are directly sold,” Faust said. “Once upon a time, we looked at the workhorse as all we offered — leaderboard, skyscrapers. Now those opportunities are programmatic. We push direct for Rising Stars units. Ideally, programmatic would adopt scale around those ad units; the workhorses need to be put out to pasture.”

 

The Rubicon Project's private marketplace gives the publishers the ability to manage the advertisers and let them bid out the inventory.  We see this as an opportunity where they want to start to balance between mobile and desktop and need creative options to do so.  

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Facebook's Phone Could Mean FREE Cell Phone Minutes? User Opt-in Mobile Advertising?

Facebook's Phone Could Mean FREE Cell Phone Minutes? User Opt-in Mobile Advertising? | Responsive Advertising | Scoop.it

There has been a long promise of the FREE model.... but it must be powered by Advertising?  There was Blyk that tried to do it..... Then Google launched Android as the FREE open OS that created much debate,  

 

It there now a shift further that --- "Carriers should be worried. They could become nothing more than "dumb pipes."  Business Insider

ResponsiveDaily's insight:

It was just a matter of time before the competition between Google ( Android) and iPhone (Apple) would lead to a further unique business model of scale.   FREE minutes.  

 

How many of you have used skype to talk for Free on your iPhone over wifi?   How many of you dred that $70~$150/month bill for internet usage, talk and text when you are doing it all over wifi? 

 

Could this be another disruption to the ecosystem to bring a unique form of mobile advertising that is very location sensitive and relevant to our social graph because we have opted-in?  

 

Facebook could have the moment to make this kind of announcement and make it free for all users that want to have this benefit of real-time location basd advertising cross-platform.

 

It does not have to be a one-size-fits all model.  Only for the individuals that want to "opt-in" for this kind of service... and buy a Facebook phone.

( 50M or 5% of the users would be a nice big market nevertheless) 

 

 

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How Does Facebook Exchange Measure Up? - eMarketer

How Does Facebook Exchange Measure Up? - eMarketer | Responsive Advertising | Scoop.it
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.
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Responsive Web Design: Opportunities and Challenges

Responsive Web Design: Opportunities and Challenges | Responsive Advertising | Scoop.it
 

" 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

 

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Brands Adjusting to a "Responsive 24/7" Marketing Model

Brands Adjusting to a "Responsive 24/7" Marketing Model | Responsive Advertising | Scoop.it

Mobilizing nimbly for events like the Super Bowl is one challenge, but building teams to efficiently create content is another.....

 

“I think this speaks to the need to systematize [brands’] social content creation,” said Noah Brier, CEO of Percolate. “They’re not going to need to tweet every single moment, but for the big ones they’re going to need to be able to mobilize quickly: spotting an opportunity and creating content in that moment.”

 

Sabrina Caluori, vp of social media and performance marketing at HBO,  explained that “the nine-to-five model has to change if brands are expected to be responsive 24/7.”

ResponsiveDaily's insight:

Responsive Ads should do just that.  Make it easier to respond to the user and context around you in real-time.   

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Ad Direct Placement (Humans) Vs. RTB (Machines), Who's Winning?

Ad Direct Placement (Humans) Vs. RTB (Machines), Who's Winning? | Responsive Advertising | Scoop.it

When we thing of Ad Targeting- Humans Vs. Machines, Who's Winning?

ResponsiveDaily's insight:

When it come to real brand value and getting that moment where ads really hit the spot for users, the battle between the machines and humans continues...  We feel for Ads to be very "Responsive" with the human touch,  direct placement is a good way to start...

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Facebook agrees to acquire Microsoft Atlas

Facebook agrees to acquire Microsoft Atlas | Responsive Advertising | Scoop.it
Facebook today announced that it has agreed to buy Atlas Advertiser Suite from Microsoft. Atlas is a platform that advertisers and agencies use to plan, manage, track and optimize their digital marketing.
ResponsiveDaily's insight:

We have Dart, OpenAdStream, OpenX, Microsoft Advertising, AdTech( AOL), Yahoo! as the main adservers in the market today, so it was not suprizing to see Facebook enter this market.

 

Will this trend domino?  Twitter getting an ad server? Pinterest getting an ad server?

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Marissa Mayer: Yahoo Needs to Work on Mobile Advertising That's 'Not Intrusive' | Digital - Advertising Age

Marissa Mayer: Yahoo Needs to Work on Mobile Advertising That's 'Not Intrusive' | Digital - Advertising Age | Responsive Advertising | Scoop.it
yahoo ceo marissa mayer talked about her priorities during a 30-minute bloomberg tv interview at davos.
ResponsiveDaily's insight:

This is very interesting article blahablah

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Mobile Ads: What Works, What Doesn't

Mobile Ads: What Works, What Doesn't | Responsive Advertising | Scoop.it
The rule book for what works in mobile advertising—ads on smartphones and tablets—is slowly being written. Ads pegged to Internet searches can get results, marketers say. Random Spray and Pray ads generally don't.
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Zillow CEO says he was luckier than most monetizing for mobile

Zillow CEO says he was luckier than most monetizing for mobile | Responsive Advertising | Scoop.it
Making money off mobile advertising isn't an easy job, but Zillow CEO Spencer Rascoff said Friday at GigaOM's Mobilize conference that being a real estate company gave them a leg up on this challenge, since most users can actually benefit from the...
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