We live in visual centric world were people are more likely to engage with content such as images and videos. That said, display advertising is one channel that marketers use to get a message about a business or service across to potential customers.
We also now live in a world filled with a variety of devices from desktops to smartphones, laptops and tables of all shapes and sizes. A number of people have more than one device in their possession where a high percentage start a task on one device and complete it on another.
From an advertising stand point, an ad format created for a desktop may not work so well on a smartphone and this presents a challenge (or more work) for advertisers. Reaching consumers on multiple devices could mean having to create ads in a multitude of ad-display formats to fit all the various device screen sizes.
This is something Google recognised and at the 2015 AdWords livestream (video below), Jerry Dischler, VP of Product Management announced an AdWords innovation that will make life a little easier for advertisers. There is no longer a need to create 50 or so display ad sizes to reach customers on all of their devices. Advertiser now only need to upload 3 ad sizes to the Google Display Network (GDN) and Google does the rest in automatically resizing them depending on the device and website they are viewed on. The only three ad formats that you need to create are;
- 300×250 medium rectangle
- 728×90 leaderboard
- 160×600 wide skyscraper
This is a welcome innovation that is sure to save advertisers time. Is there anything that you are doing with display to save you time?