Responsive design–the process of creating websites that adjust to fit the screen they are being viewed on–is the latest web design trend that seems to have hit the ground running. Unfortunately, however, there is one blockade in the road that is slowing the advancement of responsive design. Site developers are hesitating when it comes to putting their time and money into responsive web design, and for reasons that have very little to do with technology or design, itself.
How do ads work in responsive site designs?
Generally, an ad is given a specific location and amount of space to occupy on a web page, and the advertiser pays for that location and space–the more prime the ad placement, the more expensive the advertising. When it comes to responsive design, however, the size of the ad will change relative to the screen size the web page is adjusting to.
The problem with responsive design
In spite of how great responsive design is, and how necessary it is, for those people who access the web from a variety of computing devices, there is one major drawback that stands in the way of mass interest in the development of responsive design sites. The problem with responsive design is that advertisements are not readily compatible with the idea of shrinking down. Look at it this way: Why would advertisers want to pay the big bucks to place an ad on a site that will readily shrink the ad the moment a site visitor switches to a smaller screen size? Advertisers don’t want to fork out the standard rate for responsive ads, web designers don’t know how to charge for responsive design ads, and, therefore, there is not a lot of financial incentive for designers to invest their own resources into the betterment of responsive design.
Adaptive versus Responsive
Some web design experts are offering a new way of looking at ads for responsive web design. Rather than making responsive ads, the idea is to make adaptive ads. This means that, instead of resizing to fit the pixel size of the screen, the ad design will adapt to the medium in a way that maintains the integrity of the ad, but that is also easy to see.
There is no way of getting around the fact that responsive design is here to stay. After all, most of today’s electronics consumers access the web from more than one computing device, and websites must be able to fit on a variety of device screens if they are to stay relevant. For this reason, it is clear that responsive website designers will have to think of a way to cater to advertisers. It’s really just a matter of time before that happens.
About the Author: Helen Pate is a web developer. She recommends businesses start with Templatemela’s ecommerce websites templates so that they have a great design as a base to work with. Other aspects can be added from there.