19 Jun How to Address the Multiscreen Dilemma

For content providers and advertisers, there is an increasing issue with device fragmentation. The rapid growth of smartphones and tablets, internet-connected TVs and soon-to-be web-enabled everyday devices means digital content must meet the needs of an ever-increasing number of screens and sizes.

The proposed solution? Responsive web design: a single-URL site configuration that enables content providers to dynamically adjust content to fit the screen of any internet-enabled device.

In order to find a starting point, the app measurement firm Flurry Analytics analyzed the top 200 device models. Dissecting the data by operating system showed the vast majority of Android and iOS devices in use were “medium phones.”

How does responsive design work?

Responsive design is a single-URL site framework that uses fluid grids, HTML and CSS3 media queries to automatically rearrange and resize digital content to fit the viewing area on a screen of any device used to access the site.

Physical conditions such as height, width, resolution and orientation of the device in use are tested real time, then the layout dynamically reshuffles content from an original, default design to one which best matches the conditions encountered.

How does this work for advertisers?

It presents a few challenges. Ad serving systems are not fully ready for responsive sites and, frankly, neither are marketers. Serving display ads to a fluid content environment requires a lot of extra coding and tagging. Marketers are wary of the idea of responsive ads for fear a dynamic “one size fits all” ad will fail to maintain its integrity.

A full report titled “Responsive Design: A Solution for Publishers, a Question for Advertisers” is available to answer advertiser dilemmas and address other key questions about the benefits and challenges of responsive design.

Read more here.