Responsive Rich Mobile Ads

Make advertising across screen sizes and ad formats easier

Background

One issue for advertisers was having to provide assets for each ad size on mobile and desktop. We explored the solution/execution before advertiser enablement.

Process

There was an interview that I listened to where the speaker talked about how TV Guide was ahead of the curve where they had small, medium, and long format copy which served them well when they went to web.

The thought here was what if we ask advertisers for more lengths of copy, perhaps a few resolutions of images, like small, medium and large. Then depending the size of the media viewport, or the device type.

Outcome

We never launched this, and if we did it changed hands because I left the team. The end result was good because we offered display like ads and richer text ads. We had an extension on other products, some in this portfolio, and this was in the back pocket of the team when I left.


	Text ad in a Leaderboard placement. An advertiser would provide the image, headline, body copy, and meta data would be linked through Google (as an idea) to provide more value.
	Display ad in a Leaderboard placement. The advertiser would provide the background asset, the CTA text and the main ad text. All that would be assembled dynamically to look like a rich and vibrant display ad. Alternatively we could ask the advertiser for content in all the ad sizes, and help them server one ad to the correct ad request.

	AdMob had frames for mobile phone ads. These frames rotated through different pieces of content to show the whole ad, here we show that with text ads for phones.
	Display ads on mobile phone. Showing how the ad creative could be scaled down for the same campaign.