mobile logo

The Media Planning and Buying Blog

featured image

Respond, Adapt, or Get Out of the Way

posted on May 10, 2017 / IN Advertising / Digital Advertising / 0 Comments

Remember the bad old days when surfing a website on a mobile device meant scrolling across forever to see the whole page or inadvertently clicking the wrong link because the text was so small. Thanks to responsive web design these days are becoming less and less common. Responsive web design explains why some websites shrink down to fit your phone or tablet. We have evolved into a multi-screen culture that reads our emails, plays games, and socializes via our mobile devices. Media agencies, like ours, have had to respond accordingly. Many now use responsive or other web design alternatives for capturing users on all the screens they are using.  Adaptive web design is another web design alternative. Though used interchangeably, responsive and adaptive are two different approaches to the same concept: creating a site that fits any device. Adaptive design is less device specific and simply adapts to the device with the best available design for the site data. It may require a pinch or zoom to get it just right but, it loads faster on mobile devices and less expense on the back end than its responsive design counterpart. Responsive design automatically fits the site to your device, no pinches or zooms necessary.

Eighty-four percent of smartphone users say they notice mobile ads.  This is great news for advertisers because they convert 90% of the time when using a mobile device for search or apps. Currently, not all traditional digital ads units are responsive. But, fear not, here are some simple digital media buying tips to minimize the likelihood your ad gets overlooked for being too small or large for the device.

  • Ask your vendor: Some sites have a plan for handling ads within their responsive layouts.
  • Design a standard sized ad: 300×250 pixels this fits almost any layout.
  • Add responsive code to your ads: There are CSS codes that hide ads based on screen size. The one caveat here is that it registers multiple impressions which skews analytics.
  • Find a specialist: Seek out a company that design ads specifically for responsive sites

Until next time, check out our adaptive site on your mobile device at

Share this story
Tagged With


Get Media Planning Resources

Reach new customers, build brand awareness, and capture new markets with our free email briefs.

Subscribe to CMS