Paul Vincent (Neuranet) and Cory Hudson (AOL) spoke about the importance of moving to HTML5 ad creative at our MIXX conference on March 20, 2014.

1. Accelerator
Paul Vincent, CEOCory Hudson, Senior Creative Director
Why & How To Start Now

2. Why is
the best solution for
sites, apps and ad creative?

3. MULTI-SCREEN

4. …and even more screens are coming

5. Screen Technology
Advancing Fast
Touch

6. Screen
Technology
Advancing Fast
Screen Mirroring

7. Screen Resolutions Advancing Fast
720p > 1080p > 4K

8. 2009-2013: Desktop vs Mobile 2014+: more
complex
Non-Mobile
Mobile
@work
Non-
Touch
All
Touch
@home

10. Flash (.SWF) doesn’t work on mobile devices
IAB has asked advertisers to demand
ad agencies build in HTML5…
“To guarantee the ads you pay for
actually appear and look great on all
screens, you should insist to your ad
agencies that your advertising creative
be developed in a mobile-compatible
format. And the one open, industry-
standard, universal format for building
mobile-ready creative is HTML5.”
http://www.iab.net/mobilecenter/makemobilework/letter

11. … and Flash is fading fast

12. Solution:
BUILD ONCE. DEPLOY EVERYWHERE.

13. The time…IS NOW

14. USER INTERACTION IS KEY
• Unique to HTML5
• Engagement and interaction metrics
• Not just my opinion, engaging experiences
perform better
• Relevant interactivity

15. Animated Ads on Mobile = BETTER PERFORMANCE
HIGHER CTR
3.5
x
.5 -15
%
ENGAGEMENTRATES
*industry averages

16. HTML5 + supporting technologies.
+ many more!

17. • Industry currently uses fixed ad sizes (300x250, 728x90
etc) that don’t work well with responsive design
• Responsive sized & larger HTML5 ads may replace fixed
ad size units
• RWD improves ad view-ability due to using more ‘above
the fold’ screen real estate.
Responsive Web Design (RWD)
What is RWD? - One codebase that adapts to many devices

18. Website
Native AppHybrid Web/Native App
Shared
codebase
Browser & Native App worlds may merge

19. “ANYWHERE” (Cross-Device) AD UNIT
• Cost Effective
• Better Monetization of Impressions
• Growing towards 100% Ubiquity and Adoption
• HTML5 is Not an Option, but a Requirement

20. Step 3. Generate URL for creative
• URL can be trafficked in any ad server
• No change to current reporting process
Step 1. Add Creative Components Step 2. Optimize Layout
- Creative responds to
any ad size.
- Image files are
optimized.
• Allows for responsive ads that resize to any ad unit or resolution
• Responsive ad size creative doesn’t require a responsive website
“ANYSIZE” (Responsive) AD UNIT
DEMO responsive ad examples

21. SOWHAT’STHEHOLDUP?

22. HTML5 Challenges
• No SWF
• Performance & Optimization Across Devices
• Cross Browser Support
• Production/QA Lead Times
• Requires a Different Skillset
• Lack of Tools for Rapid Development
• Lack of Industry Specs & Guidelines

23. MATURATION & ADOPTION OF TOOLS
• Scale & Cost
• Engage & Collaborate with Industry Leaders
• Adobe Edge
• Google Web Designer
• Famous
• CreateJS
• GreenSock Animation Platform

24. IAB HTML5 Working Group
• Establish True Specs
• Responsive Ad creation & Serving
• Widespread Industry Collaboration
and Participation is Vital

25. US IAB HTML5 Ad Standards – in development
http://www.iab.net/html5
HTML5 for Digital Advertising 1.0: Guidance for
Ad Designers & Creative Technologists

26. Accelerator -
paul.vincent@neuranet.comcory.hudson@teamaol.com
Why & How To Start Now
Thanks! Questions?