25 February 2014 - 4:47pm | posted by | 4 comments

Advertisers 'lag' behind publishers in creating responsive design experiences, says CNN International Digital VP Peter Bale

Advertisers 'lag' behind publishers in creating responsive design experiences, says CNN International Digital VP Peter Bale Advertisers 'lag' behind publishers in creating responsive design

Advertisers are not developing responsive design-based experiences fast enough to keep pace with publishers' need to meet demand for mobile media consumption, according to CNN International Digital vice president and general manager Peter Bale.

Speaking at Mobile World Congress in Barcelona, Bale said there is a “lag” when it comes to developing responsive design-based ad experiences, which is a challenge for publishers.

“The ad industry has not fully come down the pipe yet in terms of responsively designed ads that will particularly work to the same level of monetisation on any device – there is a lag there," he said.

"We have to move ahead of that and that’s very difficult.”

CNN International, whose first responsively designed site outside of the US was for its Arabic service - is seeing mobile traffic soar, with nearly half of its entire content consumption made via mobile devices for the Arabic site.

Yet he said that the rise in responsive design could put pressure on publishers’ native apps to ensure they provide an “incredibly rich” and “more powerful” experience, becoming a strong addition to the responsive site. “We are looking to cross that bridge,” he added.

Although other publishers, such as the Financial Times, are beginning to see more revenue come from subscriptions than advertising, Bale said advertising remains CNN International’s primary business model.

“There is still a tremendous amount to be done in advertising or advertising-like products. We have a substantial ‘specials’ business which is sponsored editorial content – which I’m proud of as it keeps the line very effectively between church and state – but offers very engaging, powerful experiences that happen to be sponsored and which are made possible by that.”

The broadcaster is also exploring native advertising opportunities, although Bale remains wary regarding the evolution of this format.

“I have nervousness about native advertising and the extent of the voice it gives to the advertisers over content flow, but I think we can look at it intelligently,” he added.

Bale also stressed the point that publishers should not stand still but focus on areas like using meta data to help better understand their audience behaviours and unlock multiplatform opportunities.


26 Feb 2014 - 16:29
polly13894's picture

TripleLift's native advertising solution builds into the responsive design of each publisher in its direct network. Our technology allows for seamless integration across all screens. www.triplelift.com

26 Feb 2014 - 18:30

From the other side on the fence: Did you know that Yahoo doesn't accept HTML ads if they use Javascript? It's gonna be pretty hard to provide publishers responsive ads if using Javascript—you know, code—isn't in spec. This is a chicken/egg problem and no one party is the blame. I'm glad to see people starting to talk about the issue.

26 Feb 2014 - 19:09

I wholeheartedly agree here. Our product, Specless, is a responsive advertising platform that allows the creation of one ad that can flow into any ad slot of any size on any device.

Check out the demo here: http://demo.gospecless.com

From our end, we've seen tremendous interest from publishers, but the agencies and advertisers don't seem to have the same urgency to adopt responsive advertising products, yet. We expect that to change as pressure from publishers to their clients increases.


10 Mar 2014 - 20:58
nmliq76710's picture

To get real benefits from responsive layout requires responsive advertising platform. Here is a short video to introduce a new and high-impact advertising format, LIQWID® Ads: http://youtu.be/l_JFevOrVDU.

Liqwid Ads are more than Responsive; they are super interactive in HTML5 and uniquely have 100% of the creative in view on every impression delivered, on any device screen. Despite their large size, Liqwid Ads, like magazine ads are entertaining yet not intrusive to the viewers. http://www.liqwid.com


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