Dig Beneath the Surface: Broader Implications of Responsive Design


In today’s multiscreen world, brands can’t rely on a one-size-fits-all website. Enter responsive Web design. Sites created using responsive design techniques automatically rearrange their content to fit the size of the device on which they are being viewed. Developers using these techniques recognize consumers’ desire to have a seamless experience regardless of the device in hand.

From Responsive Websites to Responsive Ads
If a website adapts its layout in response to the device it’s being viewed on, it only makes sense that ads on that site would do the same. A recent Digiday article highlighted responsive design’s move into the development of online ad units. These units help publishers more readily compete for ad dollars that brands are increasingly allocating to mobile.

Users appreciate responsively-designed sites and ads. They make lives easier and lead consumers to feel better about the brands that are smart enough to recognize the downside of designing for a single screen size.

From Responsive Ads to Responsive Media
As useful as it is, responsive design is really just about superficial changes. It makes information easily navigable regardless of device, but does little to address the consistency of brand storytelling across those devices and the variety of media consumers take in on a daily basis.

Marketers need to elevate the concept of responsive design and use it to create a more responsive approach to media. Similar to how responsive design ensures consistency of site and/or ad delivery from desktop to mobile device, a Responsive Media approach ensures that a brand’s story is delivered consistently, regardless of the medium.

For instance, imagine a consumer’s first exposure to a brand is a magazine ad. Responsive Media allows each subsequent exposure to unfold as if the consumer simply turned the page — no matter if that exposure occurs via television, website or out-of-home. Particularly for brands with new news — which given the importance of new-product launches is most of them — a Responsive Media approach can make the difference between consumer delight and consumer frustration.

As content consumption becomes more fragmented, brands must tell a more cohesive story. Responsive Media helps them do just that.

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Mitch Dunn
Mitch Dunn

As the SVP of Integrated Strategy at Empower, Mitch ensures that consumer insights are at the heart of every decision Empower makes on behalf of our clients.