As things started to grow and change in the mobile advertising landscape, publishers quickly realized that responsive design was going to be super important for their content to morph to the screen that it was being shown on. As a publisher, you’d want your readers to have the same great experience whether they were on their phone, iPad or desktop computer.
By now we’ve all seen and heard much about the six IAB Rising Star Units. It’s no surprise Centrons are eager to hit the ground running to bring these new, sexy ad units to our advertisers. Creative teams are busy building these out and publishers are working hand-in-hand with their web development teams to get them approved.
Last month during my web presentation “Viewability: What publishers need to know to compete for dollars,” there were a lot of questions from the audience about whether sites would have to drastically change their layout in order to maintain their premium inventory status once it becomes necessary to transition sites from a “served” to a “viewed” impression measurement standard.
Shawn Riegsecker is the CEO of Centro, a media technology and services company. The Makegood spoke with Shawn about his 16-year career in digital media as well as recent Centro milestones, as the company marked its 11th anniversary.
In online advertising’s infancy, many publishers ran what we now call “native ad formats.” At the time, “ad format” referred solely to dimensions, as ads were either GIFs or JPGs. As publishers multiplied, the number of formats increased, and ad agencies started crying foul. They couldn’t keep up with creating the seemingly countless sizes needed for a diverse, wide-reaching media plan.
Last week, I experienced advertising magic. Let me paint the picture for you. It all started with a typical meeting with a collective team of experts discussing an upcoming ad campaign. All of the basics were covered including the target market, messaging, budget, reach and frequency as well as the execution logistics. While the team was excited to launch this campaign, it almost seemed too easy and even a bit predictable.
I’ve lived in Chicago long enough to know just what a Cubs World Series win would mean for this town, and that makes this hyper localized ad even more poignant. You have to live here to get all the references, but each and every location cut to in this commercial has meaning for this city and its residents, and it’s not often that a brand effectively manages to pinpoint a small, specific group of folks and tug on their heart strings like this.
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Cue “Do They Know It’s Christmas?” by BandAid. It’s the holiday season. I will bet you that by New Year’s Day you will hear this song more times than you will see an effective digital ad from the retail sector. Two reasons. First, people don’t get tired of the song. Second, retailing is too focused on direct response to be effective during the holiday season.
