the highest converting articles on your site And then it uses that as essentially a popup at the bottom. When somebody’s read the article and scrolled through .

 they’re most likely to then commit if they spent

that sort of time on it. So those are the three that I’m most familiar with. Dan Levy: All right. Well . I wanna ask you a little bit about that M-word that seems to be on everybody’s mind these days . mobile. First off .

 why is it so important to keep mobile in mind when setting up display ad campaigns Aaron Orendorff: Well . I mean . the big numbers . we’re all pretty familiar with. is the first year that we’re gonna see mobile internet viewing surpass desktop viewing . and not just by a little bit either.

 Estimates that I’ve seen put it at mobile or Smartphone

viewing hours to desktop hours per month. What’s interesting about that is when we look at the actual conversion rates by device type . what we find is a really significant sharp drop-off. So desktop . tablet . iPad . Kindle Fire kind of things usually hover somewhere between and percent conversion rate just across the board.

 As soon as we half the screen size . we normally see about a

half or even more drop in the actual conversion to around or percent. So there are some hurdles to overcome . not the least of which is the whole − have you heard of the fat-finger phenomenon Dan Levy: I have not only heard of it .

 but I think I suffer from it. Aaron Orendorff:

Okay. Well . everybody does. And this is what accounts for about percent of mobile ads being accidental . based on sort of a bounce rate. And so those create sort of those first big numbers. This is the need. This is where folks are going.

 This is where people are . especially starting the process. That’s really important to keep in mind. Whether it’s a service or a product . people start usually on a mobile device . and then they ultimately convert on a desktop. Dan Levy: Right. I don’t wanna get too technical here .

 but there is some new jargon to learn when it comes to

mobile . so can you tell me a little bit about what responsive ad units are Aaron Orendorff: As much as you don’t wanna get technical . neither do it . so I feel for you there. Dan Levy: Cool. Aaron Orendorff: The simple answer is responsive ad units are essentially the same as a responsive website.

 So they’re built behind the scenes to respond to the display size of the device that they’re on . so images get resized. Oftentimes . on a responsive website . you’ll see copy itself get reduced. And the great thing is neither one of us have to be experts at this. Google already does this automatically.

 Facebook already does this automatically. And most of the other services that I’ve talked about . anybody who’s reputable is gonna give you that responsive just built right in. Dan Levy: So