In 2013 Royle Media started running programmatic advertising campaigns for select clients. Our preferred platform, the Google Display Network, did not offer the advanced targeting capabilities we needed. We understood programmatic display’s potential, but few of our clients were ready to move significant budgets away from Google AdWords, radio and television.
Today I am proud to announce our partnership with Simpli.fi, the industry leader in localized programmatic ad buying. We selected Simpli.fi because their self-serve interface allows us to create and manage geo-fencing campaigns for our clients. These localized campaigns, which target specific neighborhoods, streets, and buildings, were not affordable for small retail businesses. With this agreement, we can now run geo-fencing campaigns with $2,500 minimum buys.
Simpli.fi is providing us with dedicated support, improved targeting and wholesale pricing. We are thrilled to have them as our official display advertising partner.
New Digital Ad Units
Last summer the Interactive Advertising Bureau (IAB) released new guidelines for digital advertising creative. The new standard units are for mobile, display, video and native ad formats. Previously the standard ad unit sizes were static: 300×250, 728×90, 160×600, etc. Now that mobile devices are the norm for cruising the internet, the need for “responsive” ad units have become necessary.
Moving to “aspect ratio” ad sizes allows digital ads to scale for each device and screen resolution. The same banner or video creative will work well on small mobile phones, tablets, and large desktop monitors.
For clients providing digital advertising artwork, we are now requesting the following sizes:
- 1×1 = 450×450 (replacing 300×250 medium rectangle)
- 1×2 = 450×900 (replacing 300×600 portrait)
- 1×4 = 240×960 (replacing 728×90 skyscraper)
- 6×1 = 450×75 (replacing 300×50 and 320×50 smartphone banner)
The new IAB Standard Ad Unit Portfolio incorporates the LEAN Principles: lightweight, encrypted, AdChoices supported, and non-invasive formats. The LEAN Principles are designed to improve the consumer experience when reading articles or watching video content online. The ads will not be disruptive and have faster load speeds.
The IAB is an industry trade group that sets the standards for interactive advertising. The big online publishers, ad networks and advertising agencies work together to create these industry standards.
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