At our recent Affiliate Marketing Meetup, WhatRunsWhere Co-Founder and CEO Max Teitelbaum led a session on three lucrative trends in the digital marketing landscape: native advertising, mobile and HTML5. With technology changing so rapidly, it’s important for online marketers to stay informed on current trends and understand how to optimize them in their strategies.
His discussion around native advertising highlighted the rapid growth this channel has experienced – revenue is expected to surpass $7 billion this year. Although it is growing like crazy, native advertising is still relatively new, so marketers are actively finding innovative ways to build high converting ads in this format.
When it comes to mobile, there is no doubt that marketers need to be investing in this space. Max explained the best way to optimize ads in this channel is to leverage the small real estate with simple messages and easily clickable designs.
Finally, he touched on the power of HTML5. This past year, the adoption of HTML5 has gone into overdrive – Amazon, Facebook, Google and YouTube all transitioned from Adobe Flash to HTML5. So what makes this ad type so powerful? First, it gives marketers the ability to build ads like never before and second, it makes omni-channel marketing efforts more seamless. Given all the buzz around HTML5 this year, we wanted to further explore the trend by interviewing an expert on the topic to help you understand how to leverage it .
Ready to take a deep dive into the world of HTML5 and discover the 3 Ways to Leverage HTML5 Now? Check out our exclusive interview with Rob Cromer from Adcade; a unique creative technology company that builds solutions for HTML5 ad building. We explored everything from why 2015 has been a pivotal time for HTML5, the possible challenges you may face with this ad format and what you can achieve with it. Get the insights below.
Can you briefly describe HTML5 and its significance to the advertising landscape?
HTML5 is significant for many reasons, but the demise of Adobe Flash and the rise of mobile web browsing are two main ones. Flash has exposed millions of people to serious security breaches so much that Chrome and Firefox began blocking Flash and alerting Flash users they could be at risk.
With the rise of mobile, tablet and cross-device web browsing, Flash ads just don’t cut it anymore. With HTML5, advertisers can create an integrated, unobtrusive experience with mobile users without worrying if their ad will work across all devices.
Why has 2015 been a pivotal time for HTML5?
One word: The Flashpocalypse! Since Flash doesn’t show on most mobile devices and desktop browsers, HTML5 has quickly become the universal standing in the ad industry.
What opportunities does it bring to those working in advertising? Any challenges?
HTML5 brings a whole new world of opportunity for those in the ad industry, but the transition can be challenging. Agencies looking to migrate to HTML5 ad creation will have to scale their resources, find new tools and learn new skills. Once they get started, they will be able to reach potential customers on a much larger scale.
With a new type of ad format comes new ad standards. How does HTML5 affect these standards and what might marketers need to take into consideration?
The biggest difference is the file size. Size wasn’t an issue when Flash was standard because of its lightweight, binary format and ability to work well with vector graphics. A Flash banner at a standard 40 KB size spec can easily come out to 100 KB when rebuilt in HTML5 to conform to new standards (IAB recommends 200 KB maximum initial file load size).
HTML5 ads tend to be pricey too. Advertisers are paying big bucks for larger teams and specialized resources. Epoch lowers the playing field for both designers and developers to build ads efficiently and cost-effectively.
Speaking of Epoch, what is it and what does it offer those interested in HTML5?
Epoch is Adcade’s all-inclusive ad building tool and visuals-based IDE (interactive development environment) for creative interactive HTML5 animation ads. It stands out because it’s easy to use and isn’t tied to any ad server. Users can live preview during ad creation, then export bundles to any of our server integrations so there’s no worrying about API’s, webhooks, etc, all while keeping project files lightweight and manageable.
Agencies seeking a low-cost solution for server-agnostic software would see immediate value in Epoch based on how little time and resources it takes to turn around an HTML5. For designers, Epoch also comes with a Photoshop plugin called Lightspeed, where layers and layer comps can be organized and assigned animation within Photoshop.
What are critical elements digital marketers need to know about HTML5?
There are many options out there for getting started with HTML5. Do your research and find the best option for you.
In your opinion, what kind of ads work best in HTML5?
There are so many possibilities with HTML5, but the most engaging ads are targeted, entertaining and unobtrusive. Users will interact with an ad if the creative blends in with the page content and the offer is relevant.
So to summarize it all, how can marketers leverage HTML5 right now?
- Create unobtrusive experiences that will seamlessly display across devices
- Reach potential customers on a much larger scale
- Engage audiences with targeted, entertaining content that blends with the site
It’s clear that marketers have a huge opportunity to create innovative ads using HTML5. Thanks to Rob for providing valuable insights on how to leverage this trend in the digital landscape. With a better understanding of this ad format, you’ll be able to build a profitable HTML5 strategy.
Looking for ways to optimize the other trends discussed at our Affiliate Meetup? We have you covered!
Get the full scoop on native advertising by downloading A Digital Marketer’s Guide to Native Advertising
Understand what’s working on mobile by reading 4 Major Trends in Mobile Advertising