Marketers can no longer ignore HTML5 (a.k.a. H5), the newest version of web coding that allows browsers to render websites. It’s been over 10 years since the last HTML update, which is a long time considering how much the web and digital advertising have changed.
Advertisers have used Adobe Flash for years to create animated online ads, but with the adoption of HTML5, Flash is on the way out. Unfortunately, the transition from Flash to HTML5 has not been smooth or easy for brands, publishers or developers. Technical and political barriers have hindered wide and early adoption. But here are five reasons why you can’t ignore HTML5 in the future.
HTML5 is the Future
New Guidelines for HTML5
In September, the International Advertising Bureau (IAB) updated guidelines for HTML5 best practices and specifications for brand advertisers and ad-focused developers. The IAB is in a public comment period until this Friday, October 30th. This is the first update the organization has made regarding H5 in over two years so it has caught the attention of designers.
Learning everything you need to know about H5 can be overwhelming, so we’ve created five lists of five things you should know about HTML5.
Five reasons to embrace HTML5 right now:
- Google, Firefox, Apple, Facebook and Amazon are all transitioning from Flash to H5.
- YouTube uses H5 by default in Chrome, IE 11, Safari 8, and Firefox.
- Over half of the top 10,000 websites around the world use HTML5.
- HTML5 multimedia content can run on any type of computer and mobile device, unlike Flash.
- Publishers will begin to ban Flash to preserve the user experience and for better security against malvertising.
Five things HTML5 means for advertising:
- H5 opens the door to a new set of rich animation and interactive content features that work universally across any platform or device type. Ads render like web pages.
- You will need someone with technical expertise because tools are not readily available to build H5 ads. The free tool we think works best is the Google Web Designer.
- Mobile advertising only supports H5 so if you want mobile impressions, you have to be on board with H5.
- Geolocation means you can pinpoint user location using the positioning capabilities of their device.
- Overall, the user experience is better with HTML5 with faster load times.
Five improvements with HTML5:
- Audio and video
- Vector graphics and animation
- Drag and drop
- Editable web page content
- Storage within the browser
Five challenges with HTML5:
- Tracking is not standardized.
- You may need to use an external tool to convert existing Flash ads to H5 or work directly with the publisher. Work with publishers to understand what their plans are for H5 and start designing ads in H5. Converter tools only work about 50 percent of the time.
- H5 displays inconsistently on older browser versions or Internet Explorer.
- Designers are having difficulty syncing audio with animation. It’s time-consuming and there are few tools available to make it easier.
Five technical considerations for creative ads:
- Pixel density
- Screen sizes
- Touch Screens
We hope your transition from Flash to HTML5 is seamless. Your B2B display advertising can only get better and with personalized ad retargeting, it can only be more effective.