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THIS IS WHY WE CAN’T HAVE NICE THINGS… YET
RESPONSIVE ADS
HOLD UP
Photo: Kenny Louie
BUILDING RESPONSIVE ADS
IS NOT THE PROBLEM
THIS TALK IS ABOUT
THE HARDER STUFF
GOALS FOR THIS TALK:
1. What are the problems?
2. What can we do about them?
0. Why do we care?
MAYBE YOU
DON’T
• More cost effective
• Monetise mobile traffic better
• Better user experience
FOR THE REST OF US:
NICE THINGS
Photo: Orin
GOALS FOR THIS TALK:
1. What are the problems?
2. What can we do about them?
0. Why do we care?
PROBLEMS
STANDARD
AD
UNITS
HOW THEY’RE
SOLD
RICH ADS
CAN
BREAK
THIRD
PARTY
NETWORKS
MORE
EXPENSIVE
TO MAKE
AD SERVER
LIMIT...
HISTORY LESSON
Photo: clio1789
Photo: Benj Edwards / vintagecomputing.com
1994
THE AGE OF THE BROWSER
Photo: OiMax
OCT. 27, 1994
Source: http://www.thefirstbannerad.com/
44%
SCALE
Photo: Bob Towers
1996
RISE OF THE AD NETWORK
• 468 x 60 - Full Banner
• 392 x 72 - Full Banner with
Vertical Navigation Bar
• 234 x 60 - Half Banner
• 125 x 125 - Squa...
PROBLEMS
STANDARD
AD
UNITS
HOW THEY’RE
SOLD
RICH ADS
CAN
BREAK
THIRD
PARTY
NETWORKS
MORE
EXPENSIVE
TO MAKE
AD SERVER
LIMIT...
GOALS FOR THIS TALK:
1. What are the problems?
2. What can we do about them?
0. Why do we care?
PAYWALL
Photo: Parée
NATIVE
KEEP IT SIMPLE
ADAPTIVE
ROLL YOUR
OWN
400%
Photo: Tim
“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...
THE HOME STRETCH
THEY’RE NOT GOING AWAY
ANY TIME SOON
THE SILVER LINING
Photo: Extra Medium
Photo: Orin
KRIS HOWARD / @web_goddess
Responsive Ads: This is Why We Can't Have Nice Things... Yet
Responsive Ads: This is Why We Can't Have Nice Things... Yet
Responsive Ads: This is Why We Can't Have Nice Things... Yet
Responsive Ads: This is Why We Can't Have Nice Things... Yet
Responsive Ads: This is Why We Can't Have Nice Things... Yet
Responsive Ads: This is Why We Can't Have Nice Things... Yet
Responsive Ads: This is Why We Can't Have Nice Things... Yet
Responsive Ads: This is Why We Can't Have Nice Things... Yet
Responsive Ads: This is Why We Can't Have Nice Things... Yet
Responsive Ads: This is Why We Can't Have Nice Things... Yet
Responsive Ads: This is Why We Can't Have Nice Things... Yet
Responsive Ads: This is Why We Can't Have Nice Things... Yet
Responsive Ads: This is Why We Can't Have Nice Things... Yet
Responsive Ads: This is Why We Can't Have Nice Things... Yet
Responsive Ads: This is Why We Can't Have Nice Things... Yet
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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.

Veröffentlicht in: Marketing, Internet
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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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