Nearly eight in 10 publishers used responsive design, and an additional 17 per cent intended to do so in the next 12 months. Infinite scroll was less common, used by 27 per cent, with 29 per cent intending to use it in the next year—still, Undertone noted that considering the format’s relative newness, adoption levels were significant.
When asked about the impact of evolving web design, responses emphasised the user experience, with publishing professionals citing better, more interesting and engaging experiences as effects.
Other effects supported the overall goal of creating a better experience. More than eight in 10 publishers said these provided them with the ability to meet growing demand for innovative ad formats, and nearly three-quarters of advertisers said the pressure was on to adopt these new formats. For advertisers, leveraging these tactics also allowed for better creativity, cited by nearly three-quarters.
Reach should benefit as well: Two-thirds of advertisers said evolving web design gave them a better chance at breaking through ad clutter, and nearly six in 10 said it allowed them to reach more viewers.
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