1. Ad Transition to HTML5

2. Beginning 9/1/2015
there will be an
industry push to
transition display ads
from Flash to HTML5
What is Happening?

3. Flash is a plug-in for
web browsers that
allows delivery of robust
and dynamic web
content.
Today most display ads
are built in Flash.
What is Flash?

4. HTML5 is the 5th version
of the core language
used to build webpages.
It adds key video and
animation features which
make it suitable for ad
creation without the need
for plug-ins.
What is HTML5?

5. Beginning 9/1/2015
Chrome will pause certain
Flash elements by default,
including display ads.
Chrome users are the
largest single section of our
audience at 20-30% of
users depending on CBSi
property.
Why is this changing?

6. How do paused ads appear?

7. What ad types are impacted?
UnchangedChanging
Standard Display Ads:
• MPU
• Billboard
• 970x66
• etc…
Richmedia Display Ads:
• Pushdowns
• Expands
• Floating
• etc…
Video Player Ads:
• Pre/post roll
• VAST
Mobile Ads
• Already non-Flash
Other Non-Flash Ads:
• Skin
• Resource Center
• etc…

8. Standard Display vs Rich Media
Standard
• 4 exit links or less
• Stays within original ad size
• Polite load ok
Richmedia
• Expands
• Pushes down
• Contains video
• Covers page content
• More than 4 exit links
• Dynamically loads content

9. What changes?
150k 2mb
100k 1.2mb
40k 150K
File Sizes Will Increase
Initial Load
100k
150k
Polite Load
1.2mb
2mb

10. Industry recommendation is 30% more lead time
What changes?
Lead times Will Increase Slightly
Html5 Ads Take Longer To Build
Qa Will Now Include Tablet And Phone Testing
20% Of Traffic
Html5 Ads Written With The Same Code As Sites
Larger Chance Of Conflict
Standard Animation – 3 Business Days
Rich Media – 5 Business Days
Separate from Design Lead times

11. What will change?
Some Ad Products Currently Not Available
Hopefully Available In The Future
Video Extender Curtain
Some ad types will have longer development times initially

12. What will change?
Assets Delivered
Preferred:
• 3rd party iframe tags
• All approved 3rd parties accepted
1st Party Hosting:
• Standard display ads set up for
hosting in DoubleClick Studio only
• Rich Media hosting not supported
Client should use 3rd party

13. Need more info?
Resources
HTML5 FAQ:
http://richmedia.cbsinteractive.com/html5
HTML5 Guidelines:
http://adspecs.cbsinteractive.com
Questions:
richmediaconsulting@cbsinteractive.com
Your Creative Services team can also help
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