Question

Has anybody seen any big brands using Responsive Display Ads?  

Answer 1

There are other programmatic platforms that do responsive ads. Loads of brand use them. I wouldnt do them in GDN personally but plenty of brands with limited digital knowledge do.  

Comments

What programs do you suggest, and why? Google and Facebook are both responsive. Just curious because companies like AdRoll go through Google/Facebook/Microsoft anyway. Using the individual platform allows greater control. Maybe I'm wrong though.  

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Have you tested them? It's got nothing to do with limited digital knowledge, it's to do with they almost invariably perform better than your size specific banners, even with animation.  

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@isleana118 I’ve had they exact opposite experience. The RDA’s seem to drastically underperform standard sized banners. These ads invite in all the templated, click-farm sites. You can get them to kinda hot your CPA goal over time, but get ready to exclude a whole bunch of fraud placements. I really wish Google would just clean it all up.  

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@rosenda I dunno, I've long treated a high volume of garbage as the price of doing business on display, and we're compensated for that by the low CPC. I've got one account right now cold display is the highest ROAS component of the entire steup (ok this isn't normal). I think I'm going topost up an ask the coomunity thing on this very topic sometime tomorrow, everyone I've ever asked had similar experience, but you've now made me want to back this up with something more solid . What niche are you in?  

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@isleana118 Multiple 7 figure annual spend (display only) in several lead gen niches. RDAs have only worked in one of these niches and still invites in the most click fraud for me. For lead gen, the fraud is even more developed. Bots will click and fill out forms. This has always been much worse with RDAs. But every niche is a little different. So maybe you found a good one!  

Answer 2

Did see virgin do them some time ago

Answer 3

I do. and its an electronic brand earning really good.  

Answer 4

I use responsive display ads in addition to the 11 most common placements. I use display for retargeting only and exclude all the apps and garbage traffic.  

Comments

@lucubrate agree! Totally. I do the same.  

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@lucubrate when running display for retargeting . is there a way to exclude all apps and “garbage” in one swoop vs excluding each individual one? I’ve struggled with this. And I know what you mean . most placements are garbage. Thanks in advance

Answer 5

Yes. I’m on the SEM team for an agency that’s a subsidiary for an international PR firm and we work with a number of household brand names. All of our strategies include image and responsive

Answer 6

Of course.  

Comments

@eastern Can you name some brands? Thanks