So, everyone is talking about BigData, RTB, NativeAds, Mobile and video, but no one is talking about Responsive Ads as a trend. I made a compilation of about 15 sites talking about what´s trending on digital advertising, and couldn´t find "Responsive Ads" as a trend. Let´s go deeper: There are many points and actors involved in this to answer just with a digital trends compilation: - Planning: Mainly related to Media Agencies - Technology: This has to do with Publishers websites and AdServers - Production: Creative Agencies
- Planning This is the point, Media Agencies are planning for different screens, at least in Europe, there´s no the thought of "one for all" yet. So they plan this way:
Rarely will you see one placement for all of them. Probably here´s the big jump because this is involving budgets, investments and more.
- Technology In terms of technology if you go to the redesigns of well known american sites as (http://www.usatoday.com/ , http://www.nytimes.com/ , or even http://www.bostonglobe.com/ (one of the greatest examples of Responsive Web Design), you still see those Flash banners there, specially for some positions. You always see the 300x250 and the 728x90. To move to Responsive Creative Design, Ad Technology shall be HTML based. This is not happening. Why is this? There are some theories:
First and obvious: The industry is not prepared for this. Specially publishers´websites are not ready for this jump. The tendence is to to a Desktop and a Mobile site (Mobile first has not won yet). A Responsive Ad must be inside a responsive Layout.
RTB Ad Technology is based on Flash, usually with strict requirements for formats. Anyway, moving to HTML could be easy. All Ad Cookie system is working also with HTML. We still have to see if Google tries to launch "the Google Ad id".
- Production Could be the hardest part of it. Designers are used to work with Flash, many of them are already working with HTML, we see it on microsites. Moving to HTML for Display Advertising is quite easy, there are good tools on the market such as GoogleWebDesigner, AdobeEdgeAnimate, just html5 Scratch and so on. For example in last update from Adobe Edge Animate (CC 2.0), just less than a month, there´s a part about making responsive Ads or microsites. You can find a tutorial on AdobeTV
In very broad terms, responsive design today refers to a web design process enabling content (including advertising) to resize, reformat, reorganize, and/or reposition itself in real-time so that it looks good and prioritizes itself to suit the likely needs of a user, based on the screen that user happens to be looking at. It is important to distinguish between: • responsive web design (RWD), for web content, and
• responsive creative design (RCD), for advertising creative.
Responsive Creative Design refers to an automated ad server process of optimizing the look and fit of an ad creative to the ad opportunity/ screen/ inventory available. There are two main ways that responsive creative is being built today. • Stretch. A responsive creative can use different forms of HTML5 or similar technology to dynamically adjust the size of a creative asset to fit the space available.
• Swap. A responsive creative can be assembled with the server dynamically selecting creative assets from a package of components to suit the ad opportunity. What is not RCD: - RCD is not a synonym for “dynamic creative.” - RCD is not packaging different complete ad creatives in a single tag. - QA test ads must be done with built using RCD.
- RCD is not moving ad assembly to the client side. Industry Challenges: - Ad operations: Planning, Tags, Tracking - User Experience: Stretch method, Swap method, New Ad Units - Standards: Still early, Mobile first - Business models: Integrated sales, non integrated buyers - Reporting: Inventory and pricing, Metrics by screen size Implications for Publishers: - Ad servers - Ad positioning - Mobile versus standard landing pages - RWD and the mobile experience
- RWD and video
And my favourite sentence: "RCD is going to cause disruption".
I have received proposals to do for example a pre-roll video with a video from a YouTube video channel LOL
So, this is related to third party view service providers: It is not allowed purchasing views for videos directly from third-party websites (e.g. paying $10 for 10,000 views).
Why not use these services?
- YouTube is an organic video site and the best way to naturally distribute your video content.
- In terms of distributing branded content YouTube TrueView solutions offer a robust and scalable way to distribute media.
- TrueView builds view counts that creators care about at an extremely cost effective rate, on a pure/native video platform.
- TrueView offers a brand safe, native video-viewing experience with myriad targeting capabilities with deep insight into our content and audience makeup.
If you're going to use one of these services, find out how they promote your content and do your due diligence.
- Ask how they seed your videos
- Ask about transparency of data and analytics
- Ask about targeted demographics
- Ask if they use videos as incentivization or gating items
The question: How to increase YouTube Views?
A legitimate view is a view is a user-initiated watch of a video where the primary purpose is to watch the video; this means that a real human being wishes to see a video, chooses which video to watch, and then acts on that choice.
Strategies for gaining YouTube views not allowed:
Services that attempt to get YouTube views through automated means or attempt to force or trick viewers into watching videos are not ok. This could include the following:
- Purchasing views from third-party websites (e.g. paying $10 for 10,000 views)
- Deceptive layouts on third party websites that trick viewers into playing a video when they click unrelated elements on the page.
- Serving pop-unders: A new window that appears under a current window.
- Redirects: When the URL changes and sends the viewer to a new page in the middle of a click.
Well this is based on the Study by Infolinks, a whitepaper on eyetracking and banner blindness.
The question for banner CTR success is always the same. Where is it depending on? I would say in this order:
- Ad Location (site, target)
- Ad Format (Standard, RichMedia, Video Ad, Native Ad)
- Ad Behauvior (Retargeting, Expandable, Frecuency)
- Ad Creativity (CallToAction, Branding, Trademark, Consideration)