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Responsive Ads: This is Why We Can't Have Nice Things... Yet

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Delivered at Respond Conference 2015:

Responsive Web Design is why we're all here, but most of us still need to pay the mortgage. That means advertising. And unfortunately, advertisers and ad networks aren't quite there yet. We've been trying to solve the problem of responsive ads for years, so... what's the big hold up? Kris Howard will walk through the obstacles facing the industry and what we can do to help resolve them.

Published in: Marketing, Internet

Responsive Ads: This is Why We Can't Have Nice Things... Yet

  1. 1. THIS IS WHY WE CAN’T HAVE NICE THINGS… YET RESPONSIVE ADS
  2. 2. HOLD UP Photo: Kenny Louie
  3. 3. BUILDING RESPONSIVE ADS IS NOT THE PROBLEM
  4. 4. THIS TALK IS ABOUT THE HARDER STUFF
  5. 5. GOALS FOR THIS TALK: 1. What are the problems? 2. What can we do about them? 0. Why do we care?
  6. 6. MAYBE YOU DON’T
  7. 7. • More cost effective • Monetise mobile traffic better • Better user experience FOR THE REST OF US:
  8. 8. NICE THINGS Photo: Orin
  9. 9. GOALS FOR THIS TALK: 1. What are the problems? 2. What can we do about them? 0. Why do we care?
  10. 10. PROBLEMS STANDARD AD UNITS HOW THEY’RE SOLD RICH ADS CAN BREAK THIRD PARTY NETWORKS MORE EXPENSIVE TO MAKE AD SERVER LIMITATIONS ADVERTISER WEBSITES
  11. 11. HISTORY LESSON Photo: clio1789
  12. 12. Photo: Benj Edwards / vintagecomputing.com
  13. 13. 1994 THE AGE OF THE BROWSER Photo: OiMax
  14. 14. OCT. 27, 1994
  15. 15. Source: http://www.thefirstbannerad.com/
  16. 16. 44%
  17. 17. SCALE Photo: Bob Towers
  18. 18. 1996 RISE OF THE AD NETWORK
  19. 19. • 468 x 60 - Full Banner • 392 x 72 - Full Banner with Vertical Navigation Bar • 234 x 60 - Half Banner • 125 x 125 - Square Button • 120 x 90 - Button #1 • 120 x 60 - Button #2 • 88 x 31 - Micro Button • 120 x 240 - Vertical Banner
  20. 20. PROBLEMS STANDARD AD UNITS HOW THEY’RE SOLD RICH ADS CAN BREAK THIRD PARTY NETWORKS MORE EXPENSIVE TO MAKE AD SERVER LIMITATIONS ADVERTISER WEBSITES
  21. 21. GOALS FOR THIS TALK: 1. What are the problems? 2. What can we do about them? 0. Why do we care?
  22. 22. PAYWALL Photo: Parée
  23. 23. NATIVE
  24. 24. KEEP IT SIMPLE
  25. 25. ADAPTIVE
  26. 26. ROLL YOUR OWN
  27. 27. 400% Photo: Tim
  28. 28. “If you want IAB creative, go for it. But it doesn’t perform particularly well and it’s not the best way to get your brand voice out to the people you want to see it. That’s why we’re exploring new ad product designs. - TED IRVINE, VOX MEDIA Source: http://typecast.com/blog/design-qa-ted-irvine-of-the-verge-polygon-and-sbnation
  29. 29. THE HOME STRETCH
  30. 30. THEY’RE NOT GOING AWAY ANY TIME SOON
  31. 31. THE SILVER LINING Photo: Extra Medium
  32. 32. Photo: Orin KRIS HOWARD / @web_goddess

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