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July 25, 2015 Advertising and responsive design Megan Saker, Head of Marketing

Advertising and responsive design

According to the latest report from eMarketer, UK mobile advertising due to overtake the newspaper and magazine marketing by 2015*. Mobile ad spend is predicted to grow by 96% this year to £2.02bn in the UK, with experts anticipating this figure to reach £4.5bn by 2016. The report also forecasts that print advertising spend is likely to reduce, with the newspaper and magazine market set to lose £276m in the next 4 years.

Increased investment in mobile advertising has shifted expectations from advertisers. Agencies want to target their ads at the right audience. If publishers wish to compete effectively for advertisers, they need to understand how to use and embrace the data and information they possess.

Job board owners have an advantage here, attracting niche audiences and storing rich candidate data, they are able to provide advertisers with the opportunities to run targeted campaigns across their site.

However, what is most important to advertisers is that their ads are seen. If their adverts cannot be viewed on mobile or tablet devices they are losing access to a large share of their potential audience. Commentators have suggested that this shift in the ad market will mean that agencies are going to be less willing to work with publications who are not embracing the advertising potential of mobile optimised design.

Mobile design is not just about improving a site’s appearance or usability. Increased revenue potential is one of the key benefits of having a responsively designed website. A Media Briefing report recently noted that:

Having a mobile optimised site isn’t just about providing your audience with a nicer user experience…It’s also about viewability and the effect that has on your ad revenue.

The Media Briefing, June 2014**

Many of the trends we are seeing in the advertising industry are just as relevant – if not more so – in the job board sector. There are a number of advertising opportunities on a job board – standard job postings, featured/top job listings, banners, skyscrapers, MPUs, etc. However, if a job board is not optimised for mobile, many of these features will fail to carry down to a basic mobile website.

With nearly 43% of all job searches now being conducted via mobile devices***, advertisers on job boards are missing the opportunity to engage with this audience. This is where responsive design is transforming advertising potential for job board owners, as it allows for adverts to be displayed properly on any device.

A flexible, responsive design enables the page to adapt to any screen size, allowing premium adverts to retain their position within a site’s layout. For example, featured jobs will retain their position in a site’s hierarchy, listed ahead of standard listings. MPU’s also display in the appropriate place, with their size and scale maintained in the appropriate place.

The benefit of this is that advertisers are now able to reach 100% of a site’s audience -adverts and upsells are no longer exclusively for desktop. The number of impressions is increased and the viewability of an advert is greatly improved.

Madgex clients who have upgraded to our responsive platform are already using this to increase their revenue potential. Job boards can now sell their whole audience, with no need to differentiate by device.

The ability to offer advertisers a complete, rather than a partial audience share, has enabled many of them to increase their rates. This also gives them a significant advantage over their competitors who are unable to offer the same exposure.

The shift in the mobile advertisement market over the coming years will have an impact on the way advertising budgets are spent in the recruitment industry. With many publishers and job board owners are still unprepared for these changes (a recent report found up to 45% of publishers are still not mobile-ready), are you making the necessary steps to protect your revenue? ** ***