Advertising is vital to the success of a website as it helps them earn much needed revenue to keep running the operations. For the advertisers online media offers a perfect opportunity to reach out to the masses breaking constrains of time, place and space and most importantly at affordable costs.
The era of responsive websites has thrown open new challenges. How do you create ads which target the users seamlessly on PC/laptop, tablets and mobile phones?
How to create ads which blend with the content? Here we shall look at some of the ways in which you can run perfect ad campaigns in a responsive environment.
Content is King
There have always been creative differences between website managers and site owners when it comes to positioning of ads, their color and their composure. A middle path is often impossible as the advertisers become the defacto decision makers. It’s important to remember that people come to sites with good content and view ads; it’s never the other way around.
Image from Bobby Rettew
So ads which blend with the content have more chances of success than something which spoils the look and feel of the page and content. The advertisers need to realize that if their ads distract the users they can simply and ad-blocker or a pop-up blocker tool.
Functionality is Important
The ads that run on the responsive websites need to be functional. By this we mean that they need to be responsive and respect constrain of space in different environments. For instance an ad that appears as a leader-board in a desktop site can appear as a small box in a tablet and as a small banner in a mobile website. These are known as adaptive ad tags as they adapt to the user’s environment. This ensures that the ad simply targets users on all these devices without distracting them. Advertisers who have adopted this concept have gained innumerably in the responsive world.
Above The Fold is Passé
Most advertisers who have spent years in the print industry would insist on a ‘above the fold’ ad even in the online world. This worked on desktop ads as the site owners would often compromise on the positioning of the ad. But in mobile advertising this is nothing but a passé as smartphone browsing is based on the concept of scrolling and placing an ad below the fold is equally effective. In fact no user would want a giant ad to be displayed as soon as the page renders.
Images May Not Always Be Ideal
In the traditional online advertising ads would be flashy and have lost of images. But this doesn’t quite work in the mobile environment and advertisers are fast realizing.
Such ads might take a lot of time to render in 2G connection and deny the mileage that the advertisers want. Instead small text based ads which are positioned well and seamlessly merge with the overall feel of the page work well for the advertisers.
Over the last few years this concept of advertising has become very popular and in fact this is what most online ads are today. Here a small advertising sits somewhere in the page. As soon as the user scrolls to that part of the page the ad shoots up offering a better view to the users. If a user clicks on the ad goes to the full screen mode and deliver the detailed message. This neither distracts the user nor makes the ad invisible. In fact this works on the permission model as it seeks the user’s permission and has better conversion rates.
Selling spaces in more of a print idea than one which suits the online media. So instead of selling spaces you would do better if you can convince an advertiser of a package. This might include simple flash ads, snap banners, text rollovers which act as a hook in different device environments.
With majority of the websites becoming responsive dictatorial advertisers would soon see a huge cut in their means. So it becomes important for the advertisers to walk a middle pat with the website owners for mutual benefits out of online ad campaigns.