Responsive Advertising: A Necessity for Responsive Websites

Mobile traffic now makes up roughly 56% of consumer traffic to top US websites. This is unlikely to be a surprise to anyone involved in digital publishing – for several years now, the mobile bandwagon has been the band-wagoniest thing for publishers, as the rise in HTML (and CSS and JavaScript) capable phones has replaced readers’ keyboards with touchscreens. With this in mind, responsive design has become the de facto strategy for layouts – but by and large, the digital ad space has lagged.

While responsive design allows websites to adjust their layout on the fly to fit into a simple, user-friendly reading format regardless of device size, ads tied to IAB slots remain a single, static size; while images and videos resize to fit into a mobile experience, a 300×250 ad remains 300 pixels by 250 pixels. Just shoehorn it into the layout, right?

Wrong. Responsive design works because it is flexible, and creates a reading experience that works for an individual reader. And, like responsive design, responsive ads should be flexible, creating the appropriate ad slot on the fly in the appropriate location and with the appropriate dimensions to fit into the flow of reading.

This is why Swoop’s dynamic ad slots are so valuable to publishers who use responsive templates. Our slots are not predetermined by the page’s template; we recognize where an ad should fit into the layout of a page and insert it dynamically, taking pressure off of designers (who have to figure out where to put an ad slot in a myriad of potential situations) and removing the requirement for different mobile vs. desktop ad providers.

Ten years ago, mobile meant a completely separate WAP site with completely separate mobile ads served. In 2016, your site is responsive, and your ads should be, too.

Contact Swoop today to see how easy it is to get ads that monetize great on both mobile and desktop traffic.

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