Tuesday, 7 May 2013

HTML5 for Digital Advertising

One of the main news this week comes from yesterday iab´s announcement: IAB publishes HTML5 for Digital Advertising (guidance for ad designers & creative technologists)

This is a draft, but you can see the article right here or just download here

Here is my quick view and comments at the document made by iab Ad Operations Council and iab Mobile Marketing Center of Excellence.

One of the main paragraphs I would underline would be this one:

"The demand for HTML5-formatted ads has increased as the promise for seamless operation across desktop computers and mobile devices is propagated in the marketplace. While HTML5 offers a rich rendering experience across devices, the scarcity of design tools requires additional expertise."

As we are already seeing lots of creative programmers and designers moving to HTML5 in big projects suchs as branding and promo microsites, it is the time now for Digital Advertising to move to HTML5.

So the article is really neutral and opened, what I like. It does not points out clearly what to use  (JQuery / JS Animation vs CSS Animation, Canvas and DOM Elements), gives good recommendations for Optimization of Ad Creative Packaging, indicates about IAB SafeFrame Solution, and frames per second.

In terms of Production, what´s happening?
There are some technologies with their own templates already prepared to launch any Ad with HTML5. What software is being used? I would talk about three or four:
- Adobe Edge Animate
- Tumult Hype
- Sencha Animator
- Motion Composer

Some references
IAB Ops Council
IAB Mobile Marketing Center of Excellence
IAB Sameframe

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