Econsultancy: AOL bets the farm on responsive design
Posted 10 January[masked]:13pm by Patricio Robles with 0 comments
With publishers serving more and more of their audience through mobile and tablet
devices, it's no surprise that responsive designs are growing in popularity.
From the BBC and Guardian to Metro and Express & Star, the number of publishers jumping
on the responsive design bandwagon is growing rapidly and for good reason: there's a lot to
like about responsive design and done right, it's pretty compelling.
Now, one of the biggest names in digital publishing in the U.S., AOL, is getting behind responsive design, and in a
According to AdAge, AOL is planning to redesign all of its content destinations in an effort to bolster the company's
ad sales and serving process.
At CES, AOL's president of technology and entertainment, Jay Kirsch, explained that the company's responsive
redesigns for Engadget and Games.com have given the company the opportunity to serve up mobile-friendly ads
that appear while users scroll, disappearing after a short period. The benefit: CTRs three times higher.
The new normal?
AOL's plans reflect a fundamental shift in the digital publishing landscape. The desktop, while still important, isn't
the only game in town and with high levels of mobile and tablet usage here to stay, publishers must figure out how
to serve an audience in ways that scale across devices with varying screen sizes.
Responsive design, of course, isn't the only option. Publishers may still have reason to look at native apps and
separate mobile sites. But from a user experience perspective, having a single site that adapts to the user's device
makes a lot of sense.
For publishers looking to develop and execute on mobile and tablet publishing strategies, the big question is if and
when to make the investment. One would have to assume that AOL's responsive design initiative isn't cheap -- and
it certainly isn't without risk -- but one must also assume that publishers wanting to succeed in this brave new
world can't do nothing forever.