Responsive display ads are ads that automatically adjust the size, appearance, and format to fit the available ad slots. A responsive banner can therefore appear as a small text ad in one place and as a large image ad in another.
Responsive display ads fit almost any ad space across the display network, and can take on built-in formatting to match the tone and feel of the websites the ads appear on. On a practical level, responsive display ads consist of the following:
- A short heading (25 characters)
- A longer heading (90 characters)
- A description (90 characters)
- Your company name (25 characters)
Display advertising in remarketing
This type of ad is widely used in remarketing contexts because the ads showcase personalized content to customers, which is exactly the element one needs in remarketing. Among other features, you can make your responsive display ads support your dynamic remarketing by attaching a feed to your campaigns. Adding a feed to your campaign will show your ads in both dynamic and static formats.
Responsive display ads are an essential marketing tool in this day and age. In a large number of countries, the mobile internet use is significantly higher compared to the numbers of computer users – and constantly increasing. This means that ads from publishers and advertisers must be able to adapt to different screen sizes in order to be successful. If your ad is suitable to be viewed on both mobile and computer, you are much more likely to reach more users. If not, both publishers and advertisers may lose revenue opportunities since the user may become less exposed to your product or service. In other words, choosing the format of responsive display as your ad type, results in having a bigger customer reach because the ad can be displayed on multiple devices.
Dynamic display advertising
Dynamic banner ads are banners which automatically produce themselves with content, based on any given context from a data source. To use and example; as a lot of businesses do, you may have a product feed with all your products in your webshop. For this we recommend that you create a high-quality template in e.g. eight formats that you can use specifically for the product feed. The template could in the design include a headline, product image, price, and a CTA button. If you then moreover ensure that the elements of templates are dynamic, you can freely use this template to create banners for each product.
If it seems confusing, you can contact us at Zuuvi or use a tool like Google’s responsive dynamic ads. The value of dynamically generated ads is created by showing high-current banners to potential customers with exactly the product in your webshop that they have shown an interest in.
Responsive display ads are an effective form of advertising, but it is crucial to do the work properly in order to ensure the value of the ads. Features and instruments affect the users differently depending on the device or format in which the users are viewing the ad. Font size and image resolution have a big influence and cannot always just be transferred directly across platforms or devices. However, this does not mean that the banner should be completely unique for each ad slot, merely bear the format in mind when designing the ad and remember to see it from the user’s perspective. A font size 12 may work just fine on a smartphone, but can easily be overlooked on the computer. One element of the banner, such as the CTA button, should also be placed with accuracy, as it can have a decisive effect on whether the user actually chooses to click the option. Since the interplay of ad elements can have an impact on the design of the ad as a whole, considering to develop a whole series of ads, rather than just sticking to one design and adapting it on an ongoing basis, is preferable. When doing so, being consistent in your choice of color palette and image selection is furthermore essential. Responsive display ads can also be developed in animated formats – i.e. ads which do not only consist of still images. A combination of static and animated responsive display ads can be used to your brands’ advantage in the creative development of the ad series.