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
Screen
Technology
Advancing Fast
Screen Mirroring
Screen Resolutions Advancing Fast
720p > 1080p > 4K
2009-2013: Desktop vs Mobile 2014+: more
complex
Non-Mobile
Mobile
@work
Non-
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 ...
… 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...
Animated Ads on Mobile = BETTER PERFORMANCE
HIGHER CTR
3.5
x
.5 -15
%
ENGAGEMENTRATES
*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 si...
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 an...
Step 3. Generate URL for creative
• URL can be trafficked in any ad server
• No change to current reporting process
Step 1...
SOWHAT’STHEHOLDUP?
HTML5 Challenges
• No SWF
• Performance & Optimization Across Devices
• Cross Browser Support
• Production/QA Lead Times
•...
MATURATION & ADOPTION OF TOOLS
• Scale & Cost
• Engage & Collaborate with Industry Leaders
• Adobe Edge
• Google Web Desig...
IAB HTML5 Working Group
• Establish True Specs
• Responsive Ad creation & Serving
• Widespread Industry Collaboration
and ...
US IAB HTML5 Ad Standards – in development
http://www.iab.net/html5
HTML5 for Digital Advertising 1.0: Guidance for
Ad Des...
Accelerator -
paul.vincent@neuranet.comcory.hudson@teamaol.com
Why & How To Start Now
Thanks! Questions?
HTML5 Accelerator: Why & How to Start Now
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HTML5 Accelerator: Why & How to Start Now

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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.

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HTML5 Accelerator: Why & How to Start Now

  1. 1. Accelerator Paul Vincent, CEOCory Hudson, Senior Creative Director Why & How To Start Now
  2. 2. Why is the best solution for sites, apps and ad creative?
  3. 3. MULTI-SCREEN
  4. 4. …and even more screens are coming
  5. 5. Screen Technology Advancing Fast Touch
  6. 6. Screen Technology Advancing Fast Screen Mirroring
  7. 7. Screen Resolutions Advancing Fast 720p > 1080p > 4K
  8. 8. 2009-2013: Desktop vs Mobile 2014+: more complex Non-Mobile Mobile @work Non- Touch All Touch @home
  9. 9. 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
  10. 10. … and Flash is fading fast
  11. 11. Solution: BUILD ONCE. DEPLOY EVERYWHERE.
  12. 12. The time…IS NOW
  13. 13. USER INTERACTION IS KEY • Unique to HTML5 • Engagement and interaction metrics • Not just my opinion, engaging experiences perform better • Relevant interactivity
  14. 14. Animated Ads on Mobile = BETTER PERFORMANCE HIGHER CTR 3.5 x .5 -15 % ENGAGEMENTRATES *industry averages
  15. 15. HTML5 + supporting technologies. + many more!
  16. 16. • 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
  17. 17. Website Native AppHybrid Web/Native App Shared codebase Browser & Native App worlds may merge
  18. 18. “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
  19. 19. 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
  20. 20. SOWHAT’STHEHOLDUP?
  21. 21. 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
  22. 22. MATURATION & ADOPTION OF TOOLS • Scale & Cost • Engage & Collaborate with Industry Leaders • Adobe Edge • Google Web Designer • Famous • CreateJS • GreenSock Animation Platform
  23. 23. IAB HTML5 Working Group • Establish True Specs • Responsive Ad creation & Serving • Widespread Industry Collaboration and Participation is Vital
  24. 24. US IAB HTML5 Ad Standards – in development http://www.iab.net/html5 HTML5 for Digital Advertising 1.0: Guidance for Ad Designers & Creative Technologists
  25. 25. Accelerator - paul.vincent@neuranet.comcory.hudson@teamaol.com Why & How To Start Now Thanks! Questions?

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