HTML5 video in e-commerce


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The tech and online video worlds are buzzing with news over HTML5 and what it means for video. But what does it mean for the world of e-commerce? In this Liveclicker webinar, we explore the ins and outs of HTML5 video to help e-commerce sites uncover what needs to be done to fully support HTML5 video. Among the topics covered:

- Should you adopt HTML5 video?
- HTML5 video: a technology, not a strategy
- HTML5 video explained
- HTML5 video adoption curves
- Desktop web browsers
- Mobile web browsers
- Email clients
- Challenges / Opportunities with HTML5 video
- State of HTML5 video codecs
- H.264, OGG Theora, WebM
- Legal issues w/patents/MPEG-LA
- HTML5 video v. Flash video - an objective look
- Benefits and drawbacks of using HTML5 video
- Many polls also included. For complete audio and video from the webinar, check out the following link:

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  • Justin
  • Justin
  • Justin
  • Justin – talk about SEO
  • Optimization - Justin
  • Walt – talk to this slide a little bit
  • Justin – speak to practical benefits of rolling out HTML5 video now. Example #1 – email campaigns.
  • Justin – speak code sample for supporting video in email across a lot of email clients.
  • Justin – speak to video SEO - it is very easy for a search engine to read this tag because search engines know that it’s video
  • HTML5 video in e-commerce

    1. 1. HTML5 Video in E-Commerce<br />2010 Liveclicker Webinar Series<br />June 2, 2010<br />Tweet: #videocommerce Follow: @videocommerce<br />Email:,<br />US Attendee: +1 (516) 453 0014, access code 206-395-002<br />UK Attendee: +44 (0) 203 318 6075, access code 206-395-002<br />
    2. 2. Tips for Webinar Attendees<br />Have Questions? <br />Use the built-in “Questions” feature. Questions will be answered at the conclusion of the webinar.<br />All registrants will receive a link to the presentation within 1 or 2 business days.<br />Please participate in the interactive polls by having your computer at the ready<br />US Attendee: +1 (516) 453 0014, access code 206-395-002<br />UK Attendee: +44 (0) 203 318 6075, access code 206-395-002<br />
    3. 3. Speakers & Agenda<br />Agenda<br />Supporting HTML5 Video<br />HTML5 Video Overview<br />HTML5 Video Adoption<br />Challenges and Complexities<br />Flash vs. HTML5 Video<br />HTML5 Video Applications<br />Questions<br />Walt Mann<br />Founder/CTO<br />Liveclicker<br />Technical Perspective<br />Justin Foster<br />Founder/VP Market Dev.<br />Liveclicker<br />Market Perspective<br />US Attendee: +1 (516) 453 0014, access code 206-395-002<br />UK Attendee: +44 (0) 203 318 6075, access code 206-395-002<br />
    4. 4. Poll<br />Is your organization using HTML5 video today?<br />Yes.<br />No, but planning on it.<br />No, not planning on it.<br />No, still unsure of whether or not to use HTML5 video.<br />
    5. 5. Poll<br />When did/will your organization implement HTML5 video?<br />Prior to Q1 2010<br />Q1 2010 – Q2 2010<br />Q3 2010 – Q4 2010<br />Q1 2011 – Q4 2011<br />After Q4 2011<br />
    6. 6. Should you support HTML5 video?<br />HTML5 video is a technology.<br />It will not fix an unsuccessful video commerce strategy.<br />
    7. 7. Should you support HTML5 video?<br />MOBILE<br />OPTIMIZED<br />INTERACTIVE<br />SCALABLE<br />DISTRIBUTED<br />
    8. 8. Should you support HTML5 video?<br />
    9. 9. Should you support HTML5 video?<br />
    10. 10. HTML5 Video Overview<br />
    11. 11. HTML5 Video Adoption<br />Version 3+<br />Version 3.6+<br />Version 3+<br />
    12. 12. HTML5 Video Adoption<br />Of the browsers that support HTML5 video, what % of users are using an HTML5 compliant version?<br />Source: Clicky Web Analytics, May 31, 2010<br />
    13. 13. HTML5 Video Adoption<br />Expected Final Ship 2011<br />
    14. 14. HTML5 Video Adoption<br />
    15. 15. HTML5 Video Adoption<br /><ul><li> 6.4 million active iPhones in USA
    16. 16. 51.15 million iPhones sold to date</li></ul>Source: Apple Computer earnings report, April 20, 2010.<br />
    17. 17. HTML5 Video Adoption<br /><ul><li> 2 million iPads sold in first 60 days
    18. 18. Selling at 2.5X the rate of the original iPhone</li></ul>Source: Apple Computer, via press release. May 31, 2010<br />
    19. 19. Challenges and Complexities<br />H.264<br />
    20. 20. HTML5 Video Codecs<br />
    21. 21. HTML5 Video Codecs<br />YES, H.264<br />YES, BOLT 2.1 (MAY 27 ‘10)<br />YES, H.264<br />YES, H.264<br />WebM/VP8 COMING SOON<br />Source: StatCounter Global Stats, US Mobile Browser Market Share, Dec 2008 – May 2010<br />
    22. 22. Challenges and Complexities<br />H.264<br />
    23. 23. Poll<br />Over the next 3 years, do you believe a “standard” video codec will emerge as a clear winner?<br />Definitely<br />Probably<br />Unsure<br />Doubtful<br />No – fragmentation is likely to persist<br />
    24. 24. HTML5 Video vs. Flash<br />vs.<br />
    25. 25. A world with two video standards<br />Complex browser support rules for HTML5 vs. Flash<br />Even HTML5 isn’t just a single standard – multiple standards must be supported (for now)<br />Unless you're Apple, you must support both<br />Flash still useful for other applications: gaming, multimedia<br />
    26. 26. HTML5 Video vs. Flash<br /> HTML5 Video Flash Video<br /><ul><li>Exclusive on iPad, iPhone, iPod Touch, Android, Blackberry (BOLT), some email clients
    27. 27. Customize with Javascript
    28. 28. Open standard
    29. 29. Everywhere else
    30. 30. Broad developer base
    31. 31. Proprietary standard</li></li></ul><li>HTML5 Video Applications<br />
    32. 32. HTML5 Video Applications<br /><!-- Start Liveclicker HTML5 Video - Patents Pending --><br /><video width=“1" height="1" poster="" <br />controls><br />         <source src="" /><br />         <a href="#" alt="To make this clickable replace the # with your landing page URL"><br />         <imgsrc="" border="0"/></a><br /></video><br /><!-- End Liveclicker Video --><br />
    33. 33. HTML5 Video Applications<br />
    34. 34. Poll<br />Where do you see the most potential for HTML5 video today?<br />Mobile / Smartphone<br />Mobile / Tablet<br />Email<br />General e-commerce using desktop web browsers<br />Other<br />
    35. 35. Verdict – supporting HTML5 video<br /> Why? Why Not?<br /><ul><li>Reach customers on the iPhone and iPad, Android, Blackberry – today.
    36. 36. New email marketing opportunities
    37. 37. Potentially, new video SEO opportunities
    38. 38. Requires additional technology support (in-house or vendor)
    39. 39. Still developing rapidly (codecs)
    40. 40. Not needed unless you care about iPhone, iPad, some email clients, mobile </li></li></ul><li>Summary<br />HTML5 video can bring some immediate wins to e-commerce sites.<br />However, Flash is likely to retain its hold on the majority of web video for some time and needs to remain supported.<br />A “hybrid” approach is needed in order to effectively support both Flash and HTML5 video.<br />
    41. 41. Summary<br />HTML5 video is a technology.<br />It will not fix an unsuccessful video commerce strategy.<br />
    42. 42. Poll<br />Based on what you now know, how important do you think HTML5 video is to your overall video technology portfolio?<br />Critical<br />Very important<br />Somewhat important<br />Not important<br />Still don’t know<br />
    43. 43. Questions<br />June 2, 2010<br />Tweet: #videocommerce Follow: @videocommerce<br />Email:,<br />