by Xavier Facon
The Introduction of HTML5
A large part of the issue is that many rich media ad technologies are proprietary and closed platforms. None of the mobile ad integration kits for apps are interoperable with each other. The technical barrier for running a mobile rich media ad campaign is very high.With iAds demonstrating that HTML5 is a viable option for mobile ad development today, the industry will see more progress. HTML5 and compatible HTML5-based ad formats will have a major impact on the future of the mobile ad industry. Here are the five reasons why HTML5, an open standard, will change mobile advertising the way Flash changed it for the desktop.
1. Open Systems Support Speed And Scale
When ads are programmed using HTML, agencies can give the work to their own designers and developers. It saves time and money to put the creative control back in their hands instead of having to go back and forth with third-party vendors or ad networks.Some rich media ad technologies may be based on open standards, but they are generally all closed systems where it often takes one or two months to get the ad unit developed and tested. After all, earlier HTML versions resolved the content creation bottleneck in the early days of the world wide web as well.
2. HTML Can Run Anywhere
HTML can be downloaded from an ad server and displayed on the web and in apps. The ability of apps to render HTML is a huge boost. Android and iOS support HTML5, and soon all major smartphone platforms will follow suit. The same can’t be said for Flash and other Flash lookalikes. One of the key issues in extending desktop campaigns to mobile is dealing with the fragmentation of that audience by diverging technologies.
Let’s take the recent extension of the Nissan Leaf campaign to mobile platforms. One vendor could have developed a Flash creative for the desktop web. Another vendor could have converted it to run in Android apps. Yet another vendor might support it to run on mobile web browsers. Apple could also use iAd to run the campaign on iPhone apps. Imagine the headache a media agency would have customizing that ad to run across all of these different platforms. HTML5 can be leveraged to solve that.
3. Tracker Compatibility
4. Lightweight Ad Display Engine
You may well be aware of the ongoing HTML5 vs. Flash debates happening across the industry and the web. One of the arguments in that debate is the potential quality and performance problems that plug-in technologies can suffer. With rich media advertising for mobile, much of the same concept stands.When a mobile application developer integrates a rich media ad kit, it adds weight and can cause application performance issues. On the other hand, the code involved in leveraging the browser as the ad rendering engine is comparatively lighter and simpler, thus more suitable for resource-constrained mobile devices.
5. Design Flexibility
Based on a dozen or so major app publishers I’ve spoken to, the majority are either already serving HTML5-based display ads in their mobile tablet or smart phone apps, or they are considering it in the near future. There are even app developers who are collaborating on open source software development kits to create a rich media mobile advertising standard based on HTML5 with some extra native application hooks.
While display advertising on mobile devices may not reach full maturity for a while, the need to de-fragment the platforms on a technical level is key right now. Bridging the gap between the mobile web and apps has pushed the technology to evolve towards a cross-platform architecture. It is an exciting time for interactive developers and designers.
More Mobile Resources from Mashable:
– 8 Tips for a Killer Mobile Search Campaign
– Why Your Business Needs a Mobile Commerce Strategy Now
– Top 5 Mobile Commerce Trends for 2010
– Why Smartphone Adoption May Not Be as Big as You Think
– Top 5 Mobile Advertising Trends To Watch
– The Rise of Text Messaging [INFOGRAPHIC]
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