Bloomberg Media Takes a Stab at Overhauling the Display Ad
Bloomberg Media is the latest publisher to try to breathe new life into the display ad with a new ad format it calls Ad.apt that takes an advertiser’s basic assets like a video and headline and turns them into one of four ad variations, showcasing video, data or related Bloomberg news articles. It also tailors the ad to viewers based on their browsing history.
“It’s about driving more impact in a more efficient way,” said Derek Gatts, global head of ad trafficking, technology and product at Bloomberg Media. “Standard banners don’t perform the way anyone would like them to.”
The ad format follows the IAB’s move to encourage publishers to adapt display ad units that adjust to different screen sizes and resolutions and also adopt the IAB’s principles of non-invasive, unobtrusive ads that are less prone to be ad-blocked. Publishers like The New York Times with Flex Frame have already put out their own flexible display ads that replace standard banner ads whose prices have come down as their effectiveness has been questioned.