To Meet Increasing Demand for Cross-Screen Ad Delivery, IAB Establishes Guidance on HTML5 to Streamline Ad Creation & Lower Operational Costs
In a cross-screen digital world, marketers and agencies demand seamless solutions across desktop, laptop and mobile devices. In response, there has been increased adoption of HTML5-formatted ads. While HTML5 ad units are intended to perform seamlessly across platforms, their development requires a distinct skill set and therefore specialized guidance. To support the industry’s implementation of HTML5 ad code, the Interactive Advertising Bureau’s (IAB) Ad Operations Council and Mobile Marketing Center of Excellence today released “HTML5 for Digital Advertising 1.0: Guidance for Ad Designers & Creative Technologists” for public comment.
“This document is the first step in helping the industry work effectively with HTML5 in the marketplace,” said Cory Hudson, Creative Director, AOL Networks, and IAB HTML5 Working Group Co-Chair. “The broader IAB HTML5 initiative is looking at developing technical solutions and formal HTML5 ad formats and guidelines to address growing needs around HTML5 ad technology. This is a very important and significant program that facilitates the first ever establishment of industry wide best practices in this area. This effort will promote optimal performance, functionality and user experience across devices which benefits designers, vendors, publishers and consumers.”
The “HTML5 for Digital Advertising 1.0” document flags challenges in adopting HTML5, as well as solutions for overcoming those hurdles. It features time and cost-savings guidance, an HTML5 wiki resource for designers and developers, and also addresses:
• File and ad unit size, code and asset compression
• In-banner video advertising and animation
• Efficient ad creative packaging
• Ad server compatibility communication recommendations
“With multi-screen advertising growing at such a continued rate and increasing in demand daily, it’s mandatory that we (as an industry) demonstrate how marketers can strategically and effectively bring HTML5 ad development into the mainstream,” said John Percival, Senior Creative Technologist, PointRoll, and member of the IAB HTML5 Working Group. “As new screens emerge, and people change the way they view and interact with content, advertisers will need a standard ad solution that’s ubiquitous in the ever-changing environment.”
“Flash-formatted ads are packaged for delivery to Flash players, and the end-to-end integration is seamless in this proprietary environment. In comparison, when deploying HTML5 ads, some manual packaging is necessary to guarantee superior and complete delivery, as well as a uniform ad experience,” said Steve Sullivan, Vice President, Ad Technology, IAB. “The shift from visual design to code-based design will increase companies’ operational overhead, which could potentially be magnified if publishers and ad developers lack a common framework for HTML5 ad optimization.”
“HTML5’s ability for seamless transition across a multitude of digital screens is a tremendous boon for the interactive advertising community,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. “This guidance offers marketers, creative designers, publishers and other stakeholders in the digital ad ecosystem the practical knowledge required for effective ad creation and distribution.”
To review a copy of the public comment version of “HTML5 for Digital Advertising 1.0: Guidance for Ad Designers & Creative Technologists,” please visit www.iab.net/html5.
The deadline for public comment is June 10, 2013. Once the public comment period closes, the IAB Ad Operations Council and Mobile Marketing Center of Excellence will meet to evaluate comments, make any needed changes, and release a final version. Comments are being accepted via email t
Contact:Laura Goldberg IAB 347.683.1859 Contact Laura via email
“Ǝvolution” Comes Full Circle At The Chelsea Film Festival
The Chelsea Film Festival, running from October 16th through October 20th, 2024, at Regal Cinemas here in Union Square, is set to host the East Coast premiere of Ǝvolution, a thought-provoking experimental micro-short film that proves big ideas can come in small packages and in perfect circles.
In just 1 minute 16 seconds, this cinematic gem by Award-Winning Director Romina Schwedler, with original music by Argentine Composer Ignacio Montoya Carlotto, explores a cycle as old as time: life leads to progress, progress leads to destruction, and destruction, well, leads back to life. But is this vicious circle unbreakable? Ǝvolution suggests the answer is yes, unless we decide to open our eyes.
Inspired by the overwhelming number of recent events that threaten human existence, Ǝvolution, possibly the shortest film in this 12th edition of the festival, plays out entirely through the symbolism of circles, cleverly illustrating —in the blink of an eye— the repeating patterns of history, and confronting viewers with the uncomfortable truth that our so-called “progress” may, in fact, be guiding us to our own ruin.Premiering at the Regal 14 Union Square, New York City, on October 18, 2024, at 11 a.m., Romina Schwedler's micro-short, featuring Leah Young with cinematography by Alan J. Carmona, will be sure to spark conversations longer than the film itself! Forcing viewers to reconsider the true meaning of evolution, not just as a biological process, but as a reflection of our collective journey as humans.
With a string of festival appearances across the globe, including CineGlobe at CERN (Switzerland/France), Oscar®... Read More