Matti Lehto Blog, mobile ads, Responsive Ads, Responsive Advertising, Responsive Web Design

Senator Rockefeller’s ‘Do Not Track’ Campaign

“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.

ResponsiveAds’ 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.

Always.

See on www.adweek.com

Read More

Matti Lehto Ad Servers, Blog

Facebook to Buy Ad-Serving Company — Who Will Be Next?


Facebook has 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.

ResponsiveAd‘s insight:

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

What do you think? Will this trend domino? Will Twitter get an ad server? Pinterest?

See on www.insidefacebook.com

Read More

Matti Lehto Blog, Responsive Ads, Responsive Advertising, Responsive Web Design

Responsive Advertising = Native Advertising + Scale

“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

 

ResponsiveAds’ 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.”

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 brands’ effects instead of direct responsive.

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

Read More

Matti Lehto Blog, Location based Ads, Responsive Ads

New York Times looses paywall for Starbucks customers …Responsive Location Based Ads?

 

Would it be convenient to get Responsive location based ads in your Free New York Times digital newspaper in Starbucks?

Fans of The New York Times will be pleased to hear that starting today, you can read up to 15 articles for free on NYTimes.com whenever you connect to the Internet in Starbucks.  Coffee … Just when the paywall proved to be profitable as well?

ChartOfTheDay_886_circulation_revenue_of_the_new_york_times_n

ResponsiveDaily‘s insight:

This is big news!  Why,  well when a publisher like the NYtimes drops its paywall there is one thing that comes to mind…. Advertising.  As Starbucks has a Responsive Web Design strategy ( see http://starbucks.com)  and they are so central to the location of the context of that moment you grab a coffee.  Just think of that reference point for all of the advertisers around you.   Usually, somebody makes a pit-stop at Starbucks to get a coffee…. Clear their head before getting back on with their plans for the day.  A good time for engagement advertising that is location specific around you with Starbucks location as the anchor point before you head into that retail store.

Read More

Matti Lehto Blog, HTML5 Apps, Mobile Web, Responsive Web Design

Mozilla’s Firefox OS game changing for Mobile and the HTML5 Responsive Web

Mozilla open web HTML5 OS and Ads

Mozilla previewed the first commercial build of its Firefox OS and announced several operator and smartphone rollout plans on Sunday at Mobile World Congress.  See on www.computerworlduk.com

What makes this such an amazing discussion is that now more then a dozen mobile operators and the a variety of major manufactures such as LG, Huawei are bringing this product to market.  It is the first true mobile web based device that will offer the set of API’s that were traditionally thought of only for native apps such as iOS iTunes Apps and Google Play Apps, now through the browser interface.    We all know that Google is cooking something up exciting with Chromebooks to launch soon, but it surprising that Google was not the first to embrace this strategy.

We are equally excited about this as it is just another strong indication in the Responsive Web Design direction and the future of HTML5 Advertising.

Google Trends Responsive Web Design HTML5 App

Read More

Tim Sohn Blog, mobile ads, Responsive Ads, Responsive Advertising, Responsive Web Design, Uncategorized

4 Ways Publishers Can Convince Advertisers That HTML5 Responsive Ads are a Better Value

HTML5 Advertising and Responsive Web Design as the perfect match for publishing ad revenue

HTML5 Advertising and Responsive Web Design as the perfect match for publishing ad revenue

 

Recently, in some of our customer implementations we were able to see several clear ways for publishers to communicate the value proposition to their advertisers.

When publishers with direct sales switch their websites to responsive design, they need to create – or have created — HTML5 responsive ads for businesses and media buyers. Those advertisers are going to need to be convinced that HTML5 responsive ads are worth the value. Since it’s still early days for responsive advertising, clients may be skeptical at first.

Here are four ways publishers can convince advertisers HTML5 responsive ads make sense for them in this multi-screen world:

1. Show Advertisers Examples

Nothing makes for a better presentation than showing ad examples specifically for the business the publisher is meeting with. When publishers visit a potential client, they should bring as many devices with different screen sizes as possible. This way the business can view exactly how their HTML5 responsive ads would appear on a variety of screen sizes.

We are working with a publisher that has had a long tradition of selling  print media ads to their local advertisers. Even though the ad sales team has migrated to selling digital, selling mobile has not been as straightforward.  

Reasons include:

  • Mobile was less then 20 percent of the overall inventory;
  • Mobile traditionally required a separate mobile strategy such as a mobile landing page or new creative as well as specialized ad-serving;
  • Figuring out how to best price mobile versus other channels;
  • Determining the value of the mobile ROI to that brand; and
  • Complicated mobile web, mobile app, SMS, QR codes, and other things that can be done with mobile.

However, when the publisher mentioned above showed the advertiser an example of a responsive ad STRETCHing, they said to us, “Wow, it was magical. The advertiser could immediately see how they could have that same ad work across the entire site.”

2. Present the Facts

Reveal your website analytics to potential clients. These will provide proof that your audience consumes the news on computers and devices with different size screens. Explain to them that HTML5 responsive ads work hand in hand with responsive design and provide the optimal user experience, resizing to screens with different resolutions.

What is really clear is that mobile traffic is exploding. We have found sites that are hitting a higher-age demographic get up to 20-25 percent of their traffic on mobile. Sites that cater to younger demographics are seeing traffic up to 30-40 percent and growing. It is fair to say that we are starting to see a 50/50 in mobile versus desktop now (when tablet is included), and it is only going to go higher.

3. Works with Mobile First and Mobile too

Tell potential advertisers that HTML5 responsive ads are future-friendly. The reality is that more and more people are reading the news on mobile, but at the same time, those same people are reading it on multiple devices. As news consumption is going down on desktop computers, mobile is rising, and responsive embraces both mobile-first and mobile-too strategies.

One of the key aspects that makes mobile special is that the mobile device is with consumers all the time. That contextual relevancy of having ads that can be responsive as well when users are on the go, or in a relevant location, becomes more and more important.

4. Emphasize Bundles

Bundles allow publishers to provide potential advertisers with packages of HTML5 responsive ads, instead of just a single slot. American businessman Mark Cuban once said, “People like bundles. People don’t like to work for their entertainment. They’ll pay a premium if it saves them time.” We think this idea translates into the advertising world.

“Bundles”  just makes the entire process easier for you (the publisher) and the advertiser when they are responsive ads.

Read More

Matti Lehto Blog, Responsive Ads, Responsive Advertising, Responsive Banner

Cross-Screen Advertising Offers More Value for Publishers

With the growth in tablets and smartphones, Miller says responsive-designed sites are now table stakes for publishers.

 

ResponsiveAd’s insight:

Nieman Journalism Lab recently published a Q&A with Andrew Miller, CEO of The Guardian, on a variety of subjects, including responsive design. In the piece by Justin Ellis, Miller said, “To me, HTML5 or responsive-based is just actually being in the game now. If you’re not, you’ll have real issues serving content across all the tablet formats that are coming through so quickly.” The Guardian, which launched its responsively designed site in November, was only one of several major publishers to implement responsive design in 2012 – from Time to Mashable to The BBC, and more.

Although this may not be specifically related to the examples cited above, we always ask publishers, “what strategies are you using to not only monetize your responsively designed sites, but offer more value?”

We believe that by providing readers with an optimal experience across screens by using responsive design — and advertising — publishers can build content-marketing strategies that link mobile, tablet and desktop.

Going responsive can create a synergistic bundle of a campaign that allows publishers to offer cross-screen advertising. Even though there is a value for each channel independently (mobile, tablet or desktop), the sum of the whole can be treated as a boost in publishers’ overall campaigns. In addition, how the ad content best interacts in the overall editorial content will lead to different types of ad footprints and solutions, such that “native ads” can be considered responsive ads.

Responsive design also offers publishers a better way to integrate the end-user experience around ads, and not just cookie-cutter sizes that are delivered through mediation or plugged-in networks. Publishers can create inherent experiences or conversational opportunities with their content from screen to screen, as users “screen-shift.”

Thirdly, in this era of online social conversation, inbound links from Twitter, Facebook, and even search, provide new ways of gaining users like never before. Advertisers and brands that live within the editorial of a publisher that sells advertising can be treated with further insights on the overall multi-screen experience, not only within that publication, but in a greater way with usage of advanced “data analysis” tools that are coming into the market.

See on www.niemanlab.org

Read More

Matti Lehto Blog, mobile ads

Facebook ‘Flipped the Switch’ to Bundle Mobile Ad Sales

facebook-logo-150x150

A recent MediaPost article by Catharine P. Taylor, “Facebook Jumps Over the Candlestick,” emphasizes how bundling enabled the growth of mobile advertising for the social network.

During a fourth-quarter earnings call last week, Facebook reported that total ad sales skyrocketed 41 percent from one year ago. In addition, the social network saw revenue from mobile make up 23 percent of total ad sales, and there were more mobile daily average users than Web users for the first time in the company’s history.

“Trust me. Most companies confronted with a massive, rapid shift in how consumers are using their products couldn’t pull that off, especially not so quickly,” the article reads.

Taylor pointed to a report by Pivotal Research that reveals Facebook “flipped the switch” predominantly by bundling mobile and desktop ad sales.

“Facebook and Google are uniquely able to blur the lines of marketers’ budget-setting efforts which normally consider mobile and non-mobile to be distinct aspects of a digital budget by creating effective bundles of advertising inventory which cuts across devices … We note that such bundling (some would call it “silo-busting”) is beginning to occur for other digital media,” the report reads.

The report also says that in the past obstacles prevented Facebook from implementing a PC-mobile continuum. However, “if indeed much of the growth we saw in mobile advertising at Facebook was effectively because of bundled spending, our new view is that the PC-mobile continuum may have already emerged because of Facebook’s actions last quarter.”

In response, Pivotal changed Facebook’s rating last week from “hold” to “buy” and boosted its price target from $30 to $36.

Bundle has been a big thesis for us. Selling mobile in a siloed channel does not give the full value and velocity of having mobile as part of your overall publishing strategy. We believe that by “bundling” the sales process publishers will sell media across all screens in the most efficient manner.

Read More

Matti Lehto Responsive Web Design

BBC Integrates Responsive Design into Mobile Sites

BBCIndonesia

BBC World Service has launched new mobile sites for Indonesia and BBC Hausa, which both come sporting responsive design. The technology detects the screen size of the device the user is browsing from, with the page then adapting accordingly to ensure one size fits all.

ResponsiveAds insight:

Mashable called 2013 The Year of Responsive Design, and it truly is. BBC is continuing its expanded implementation of responsively designed sites. The media giant, which already converted its international website, bbc.com/news, has announced its Indonesia and BBC Hausa websites are also now using responsive design. In addition, BBCRussian.com will be switched over in February. Who do you think will be next to embrace responsive? Let us know in the comments below.

See on www.mobile-ent.biz

Read More

Matti Lehto Blog

What about Responsive Web Design? IAB and MMA “Mobile Phone Creative Guidelines”

ResponsiveAds insight:

We are excited by the release of the new joint IAB and MMA Mobile Phone  Creative Guidelines.  We have been very active in our participation with these organizations and with our release of both products SWAP and STRETCH  we have worked hard to guarantee compatibility for  responsive web design and  advertising.  

When delivering HTML5 Advertising across all screens, it is imperative to get the different views in each of the different standards.   ResponsiveAds has been thorough in assuring  that for each of the separated channels such as mobile ( in this case) the creative guidelines are enabled.

See on www.iab.net

Read More