'Responsive' is getting bigger every day: publishers are continuously looking for new ways to display both content and advertisements on every possible device, like smart phones or tablets. The new website of De Standaard (standaard.be), which was launched on the 29th of april, is an example of a fully responsive site. Here too Adhese provided the know how, technology and support for a quick and faultless transition from the old site to the new, responsive layout (more information about this transition can be found here: http://bit.ly/10LKNzx).
New technologies, developed to make sites responsive, provide publishers and advertisers with new creative possibilities. The rich media banner for Mercedes-benz, commissioned by BBDO Belgium and developed in HTML5 (and not in Flash, which isn't supported by Apple) by AdSomeNoise, is an excellent showcase of those new possibilities.
Once the site Knack.be is opened on a tablet (the only device this campaign is running on, due to its specific properties), the user is invited to turn the tablet 90 degrees. Turning the tablet then results in a change of both location and content of the banner. This is the 'responsive' aspect of this campaign: the ad interacts with the orientation of the device it is being viewed on.
The banner campaign can be previewed here: http://bit.ly/13RhUVZ (open on tablet for full functionality!)