Sizmek (NASDAQ:SZMK), an open ad management company for multiscreen campaigns, today announced the launch of a single-tag responsive feature in Ad Builder for HTML5, the company’s rapid, codeless authoring tool. This integration enables brand marketers to seamlessly deliver cross-screen campaigns because developers can easily create ads that dynamically render based on the ad size needed by the publisher.
With a new feature that includes creation of different dimensions to the same ad and serving each instance with just one tag, Sizmek is empowering marketers to design and deliver ads with the same look and feel across screens, taking full advantage of what each individual device offers. Clients also have the option to design creative instances for each screen independently. Either design choice results in a campaign that is cohesive, effective and efficient in terms of development time and return on ad spend.
“A single ad tag for multiple ad sizes is a feature we’re pleased to have, as it will help us allocate resources more effectively,” said Brendan Gormley, vice president of The Gary Group. “Ad Builder’s ability to create all of these instances in one place gives our media buying, trafficking and creative groups flexibility and greater control.”
Additional features of the single-tag responsive feature in Ad Builder:
・Support for HTML5 Standard, Polite, Single Expandable and Expandable formats
・Seamless support on Sizmek’s open ad management platform
・Reporting on instance impressions, allowing marketers to see how many impressions each instance received
“We’re excited that this feature offers a way to save our creative and trafficking teams time and effort,” said Jessica Blancovich, brand media and traffic manager of The Richards Group. “As the industry faces challenges in how to approach responsive solutions, we want to know how our ads will render on sites. Having a nimble, single-tag solution will allow us to successfully build and traffic multiple sizes under rigid deadlines.”
With the acquisition of mobile DSP StrikeAd earlier this year, companies that use Sizmek can not only easily build responsive ads, but also plan, optimize and deliver their inventory as part of a cross-screen campaign.
“Consumers’ time spent in front of screens is fragmented between tablet, desktop and phone. Marketers must be able to produce creative that looks great, and is effective across screens of all sizes,” said Alex White, vice president, product strategy of Sizmek. “Now that Flash is falling out of favor, developers need tools that enable them to create HTML5 ads effortlessly, and adding the single-tag responsive feature to Ad Builder affords developers the ability to create responsive ads rapidly and without code, to deliver a great ad experience, no matter the screen.”
Sizmek Open Ad Management brings freedom of choice to end-to-end advertising. With a single point of access to the best technology, data, and strategic guidance—and the flexibility to choose solutions that fit their strategies—more than 42,000 advertisers, agencies, publishers, and trading desks create inspiring, seamless advertising campaigns that connect them to their customers around the world easily and effectively. Open and independent, Sizmek’s wide range of technology and data is bolstered by integrations with more than 100 partners providing leading solutions for attribution, data management, audience measurement, search engine marketing, creative authoring, and more. Sizmek operates in more than 70 countries, with local offices providing award-winning service throughout North America, EMEA, LATAM, and APAC.