IAB Ad Operations Council and Mobile Marketing Center of Excellence Release ‘HTML5 for Digital Advertising 1.0’ for Public Comment
The “HTML5 for Digital Advertising 1.0” document flags challenges in adopting HTML5, as well as solutions for overcoming those hurdles. It features time and cost-savings guidance, an HTML5 wiki resource for designers and developers, and also addresses:
- HTML5 display ads (non-rich media)
- File and ad unit size, code and asset compression
- In-banner video advertising and animation
- Efficient ad creative packaging
- Ad server compatibility communication recommendations
“With multi-screen advertising growing at such a continued rate and increasing in demand daily, it’s mandatory that we (as an industry) demonstrate how marketers can strategically and effectively bring HTML5 ad development into the mainstream,” said John Percival, Senior Creative Technologist, PointRoll, and member of the IAB HTML5 Working Group. “As new screens emerge, and people change the way they view and interact with content, advertisers will need a standard ad solution that’s ubiquitous in the ever-changing environment.”
“Flash-formatted ads are packaged for delivery to Flash players, and the end-to-end integration is seamless in this proprietary environment. In comparison, when deploying HTML5 ads, some manual packaging is necessary to guarantee superior and complete delivery, as well as a uniform ad experience,” said Steve Sullivan, Vice President, Ad Technology, IAB. “The shift from visual design to code-based design will increase companies’ operational overhead, which could potentially be magnified if publishers and ad developers lack a common framework for HTML5 ad optimization.”
“HTML5’s ability for seamless transition across a multitude of digital screens is a tremendous boon for the interactive advertising community,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. “This guidance offers marketers, creative designers, publishers and other stakeholders in the digital ad ecosystem the practical knowledge required for effective ad creation and distribution.”
Download HTML5 document…
Ultimately, wide adoption of HTML5 as an ad development standard may improve and reduce operational costs, but the digital advertising industry will struggle with HTML5 until much needed guidelines are put in place to help companies package and serve these ads as efficiently as possible.
As a framework for HTML5 ad optimization, this document addresses some of the common hurdles that have stifled HTML5 ad implementation. Until guidance for more complex issues in HTML5 adoption is available, adhering to the practices outlined in this document will help companies begin to build HTML5 ad development workflows that are more scalable and consistent, improving ad performance and user experience across all platforms.
This document has been developed by the IAB Ad Operations Council and the Mobile Marketing Center of Excellence. Contributors include representatives of the following IAB member companies:
- AOL & ADTECH
- Pandora Media Inc.
- CBS Interactive
- CMG Digital (Cox)
- Crisp Media
- Google & YouTube
- The Weather Channel
- Time Inc.
- Turner Broadcasting System, Inc./CNN.com