Brands eager to adopt ‘responsive design’ ads

tesco-hudl-tabletOne in ten of the UK’s top spending advertisers have built websites that automatically bring up content depending on the device of the end user – otherwise called responsive design.

If a user clicks on a website through a tablet, for example, the ad content will be designed specificallu for that platform, and likewise with a PC, laptop or smartphone. Research from the UK’s Internet Advertising Bureau indicates the leading 11 adopters of responsive design are Peugeot, Nissan, Direct Line, Go Compare, Sainsbury’s Bank, Sky, EE, Microsoft, Colgate-Palmolive, the Department of Health and Chanel.

Leading the way per sector are the automotive and tech or telecoms sectors, followed by finance.

IAB senior mobile manager, Alex Kozloff, said in a statement the speed of responsive design adoption is “encouraging” because it demonstrates brand leadership on how consumers are interacting with advertising.

“Responsive design is the next stage in mobile optimisation and represents a multi-platform experience that enables users to have the best surfing experience on whatever device they’re using,” Kozloff said.

And for the rest of us, there’s Adblock.