As anyone attempting to gain attention for their product or service knows, getting and keeping the attention of consumers is no easy task in the Internet Age. Undertone conducted a study in April 2015 of marketing professionals across various industries and sectors. The study was focused on using the web design technologies that would ultimately create the best experience for users on any device they chose.

Of the study participants, roughly 80% were already using a responsive web design and almost everyone else was planning to implement one in the next year. One of the newer web design technologies—infinite scroll—had a much lower current adoption rate of 27% and an additional intended use of 29%. Of course, these relatively low numbers are huge for a web technology still in its infancy.

When asked about the impact of evolving web design on their selling strategy, the Undertone study found:

  • Better user experience – 83%
  • Provide site design-friendly ad options – 83%
  • Meeting growing demand of innovative ad formats – 82%
  • Better advertising experience for consumer – 74%
  • Confidence in viewability of media – 74%
  • More efficient monetization of site inventory – 74%
  • Increased inventory via increased impressions – 60%.

These findings clearly show that a more interesting and engaging web design can and should play a role in a company’s media selling strategy.

The study also revealed how evolving web technologies impacted US advertising professionals, with nearly 75% stating they felt the pressure to adopt more innovative formats for the web designs and digital advertisements. Of course, with this added pressure also comes the ability to be more creative in the marketing and advertising messages they create, as cited by over 70% of respondents.

Some respondents even had additional good news to report as a direct result of evolving web technologies on their digital strategies. Two-thirds of respondents said that these new technologies allowed them to break through the clutter so prevalent on the Internet to better reach consumers. In fact, 58% reported that the use of these elements of evolving web design helped them to get their marketing messages in front of more viewers than they were able to in the past.

And the Undertone study wasn’t the only one to confirm that new web design is critical for digital marketing endeavors. Ovum conducted a study in January 2015 that found, among US mobile marketers, 81% believed responsive design was important.

Whether you’re trying to market to consumers on desktop or mobile devices, the message is clear: Using evolving web design for more responsive and engaging sites can help make your ads more effective and reach a wider audience.


eMarketer. Attention-Strapped Consumers Drive Web Design Evolution. July 13, 2015.