html5 accelerator: why & how to start now

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

Accelerator -

paul.vincent@neuranet.comcory.hudson@teamaol.com

Why & How To Start Now

Thanks! Questions?