Upload
iab-canada
View
329
Download
3
Tags:
Embed Size (px)
DESCRIPTION
Paul Vincent (Neuranet) and Cory Hudson (AOL) spoke about the importance of moving to HTML5 ad creative at our MIXX conference on March 20, 2014.
Citation preview
Accelerator
Paul Vincent, CEOCory Hudson, Senior Creative Director
Why & How To Start Now
Why is the best solution for sites, apps and ad creative?
MULTI-SCREEN
…and even more screens are coming
Screen Technology Advancing Fast
Touch
Larger touch screens everywhere
Screen Technology
Advancing FastScreen Mirroring
Screen Resolutions Advancing Fast
720p > 1080p > 4K
2009-2013: Desktop vs Mobile 2014+: more complex
Non-Mobile
Mobile
@workNon-Touch
All Touch
@home
Flash (.SWF) doesn’t work on mobile devices
IAB has asked advertisers to demand ad agencies build in HTML5…
“To guarantee the ads you pay for actually appear and look great on all screens, you should insist to your ad agencies that your advertising creative be developed in a mobile-compatible format. And the one open, industry-standard, universal format for building mobile-ready creative is HTML5.”
http://www.iab.net/mobilecenter/makemobilework/letter
… and Flash is fading fast
Solution: BUILD ONCE. DEPLOY EVERYWHERE.
The time…IS NOW
USER INTERACTION IS KEY• Unique to HTML5• Engagement and interaction metrics• Not just my opinion, engaging experiences
perform better• Relevant interactivity
Animated Ads on Mobile = BETTER PERFORMANCE
HIGHER CTR
3.5x
.5 -15%
ENGAGEMENT RATES
*industry averages
HTML5 + supporting technologies.
+ many more!
• Industry currently uses fixed ad sizes (300x250, 728x90 etc) that don’t work well with responsive design
• Responsive sized & larger HTML5 ads may replace fixed ad size units
• RWD improves ad view-ability due to using more ‘above the fold’ screen real estate.
Responsive Web Design (RWD)
What is RWD? - One codebase that adapts to many devices
Website
Native AppHybrid Web/Native App Shared codebase
Browser & Native App worlds may merge
“ANYWHERE” (Cross-Device) AD UNIT
• Cost Effective• Better Monetization of Impressions • Growing towards 100% Ubiquity and Adoption
• HTML5 is Not an Option, but a Requirement
Step 3. Generate URL for creative • URL can be trafficked in any ad server• No change to current reporting process
Step 1. Add Creative Components Step 2. Optimize Layout
- Creative responds to any ad size.
- Image files are optimized.
• Allows for responsive ads that resize to any ad unit or resolution• Responsive ad size creative doesn’t require a responsive website
“ANYSIZE” (Responsive) AD UNIT
DEMO responsive ad examples
SO WHAT’S THE HOLD UP?
HTML5 Challenges• No SWF• Performance & Optimization Across Devices• Cross Browser Support• Production/QA Lead Times• Requires a Different Skillset• Lack of Tools for Rapid Development• Lack of Industry Specs & Guidelines
MATURATION & ADOPTION OF TOOLS• Scale & Cost• Engage & Collaborate with Industry Leaders• Adobe Edge • Google Web Designer• Famous• CreateJS • GreenSock Animation Platform
IAB HTML5 Working Group• Establish True Specs• Responsive Ad creation & Serving• Widespread Industry Collaboration
and Participation is Vital
US IAB HTML5 Ad Standards – in development
http://www.iab.net/html5
HTML5 for Digital Advertising 1.0: Guidance for Ad Designers & Creative Technologists