Key Takeaways on #ResponsiveDesign Ads from @AdMonsters #TechForum

In an illuminating panel discussion hosted by AdMonsters this week Anastasia Debras, Manager of Advertising Operations from Tribune and Michelle Dennis, Assoc. Director of Ad Product Development from Hearst offered their thoughts on how they conceptualized, and deliver high impact, custom ad units across their responsive design sites. 

1 - Will Flash Ever Die?

It is not going anywhere as long as ad agencies don't update their browsers and older Americans (a.k.a. Baby Boomers) who are not on mobile have influence. It is still a necessity since it has been around for a long time meaning that talent to create flash ads is abundant and affordable. Also, there are extensive flash libraries that developers can easily tap while HTML5 still has a way to go.

2 - Do We Need To Standardize Responsive Ads?

Every publisher has different break points for content delivery to different screen sizes and every responsive site is unique. These factors will make standardization for cross screen and responsive design campaigns somethings that we will not see in the near future. 

"Everyone wants something different and cool." - Anastasia 

High impact advertising for publishers with responsive design sites will continue to rely on direct sales to promote their "native" & custom offers and publishers with in house ad creative capabilities (whether under their own roof or using a specialist technology firm like CheckM8) will win more business.