Banner ads are not the future of advertising on mobile – but what is? An interesting article in Digiday explores how companies like Forbes, The Weather Channel, Yahoo and Say Media are creating rich ad experiences that don’t fight with the mobile reading experience – they’re an integral part of it.
At Say Media for example, we’re creating Adaptive Ads that move seamlessly across mobile, tablet and desktop – and that improve the reading experience because they appear natively in the flow of content. Like flipping the pages in a print magazine, Adaptive Ads are a natural part of the reading experience.
About our responsive ad solution, Digiday writes:
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Responsive design can improve the ad experience as much as it does the reading experience. With Say Media’s high-impact “responsive ads,” which it developed in-house, brands can create ads that feel the same no matter what device readers see them on.
“A lot more content is being consumed on mobile-optimized websites,” said Greg Williams, Say Media senior product director. “Adaptable ads were our answer to that.”
It’s an approach that makes sense for a time where users are consuming content on devices with a wide range of screen sizes. Say Media’s responsive ads also improve the reading experience because they appear within the content stream, not on the periphery.