This is the fourth in a series of posts walking readers through the mobile advertising space. Stay tuned for at least one more post in the coming weeks.
When evaluating advertising options on mobile devices, it is important to consider the screen size as well as whether the content is viewed in mobile web or a native mobile application. Content that is viewed in a browser is often suboptimal for advertising. When presented with a standard un-optimized web page the phone’s browser will shrink the content to fit the width of the display. This has the unfortunate side effect of also shrinking ads, often until they’re very small. In this scenario, advertisers are not getting their money’s worth, as their ads are often too small to see.
To successfully advertise on web pages displayed on a mobile phone a site’s layout must be mobile optimized. This single column of content optimized for a phone’s screen lends itself to an advertising unit that spans the screen unobstructed. While hardly anyone would think that these small banner units that span the screen are the answer to mobile advertising needs, this is at least a place to start.
In an attempt to expand the advertising opportunities on mobile, the IAB is working with advertisers and publishers to create new, more engaging ad units for mobile. These units have names like “Push” and “Slider”. They are initially inconspicuous on the page, but can take over the entire screen to create a more immersive experience. Adhesion banners stay in the same place on the screen, remaining in view throughout the user’s session. Creative thinking like this has led to ad units that expand to the limits of the screen of the device. Rather than being little boxes on the screen, these ad units use the full dimensions of the device to be more immersive and engaging.
Read the rest on the Rubicon Project blog.