How HTML5 is changing the game for creative innovation and mobile development

Thursday, November 8, 2012 | 7:00 AM

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We’ve heard a lot of talk about HTML5 and it’s potential to alter the way ads are developed and trafficked online, but we wanted more details. So we chatted with Wook Chung, Product Manager for DoubleClick Mobile, to hear his thoughts on the changing landscape.

Q: So what’s the big deal with HTML5? (Why should people care about it?)
A: We’re living in a multi-device era where people use a variety of devices to meet their daily needs. Advertisers want to reach their audience on all surface areas and HTML5/Javascript is the only known language that runs across all modern day devices. With HTML5, a given ad creative can potentially run everywhere.

Furthermore, HTML5 gives advertisers access to native device features such as touch, gyroscope, GPS, and even 3D graphics acceleration. Creatives now have access to many more primary constructs which translates to infinitely more possibilities in what content can be. With HTML5, we have an opportunity to revolutionize digital advertising. Finally, the HTML5 spec is still yet to be finalized, which means it can remain agile in adapting to hardware innovations.

Q: How does HTML5 specifically improve the possibilities for mobile ad development?
A: HTML5 is the only known language that runs across all major mobile operating systems and browsers. Without it, mobile advertising would be relegated to custom native code rendering governed by ad SDK providers. It would not be scalable and designers would be severely limited in flexing their creative muscles. With HTML5, we can now unleash all sorts of possibilities. Currently, the majority of the mobile ads seen out in the internet are static images. We can change this with HTML5.

Q: How is Google and Doubleclick thinking about HTML5?
A: Google has been a strong supporter of the HTML5 standards alongside other companies and organizations. Through our contribution to the WebKit open-source project and our Chrome browser, we continue to push the boundaries in showcasing what is possible with HTML5. You can check out the latest HTML5 innovations and experiences in our Chrome Experiments projects or HTML5Rocks.com. Another great example is Google Maps on browsers that use WebGL for 3D renderings.

Just as Google places a high priority on HTML5, we also envision a healthy ad ecosystem based on HTML5 ads. We see a world where a single creative can potentially run on any device, any screen size, and naturally respond to user interactions and device movements. To realize this vision, Google is working with industry partners to establish HTML5 ad standards, educating creative agencies on HTML5, and building products and services that can support these ads, from our DoubleClick platform to our ad networks and SDKs.

If you work on a creative team at an agency, we would love to hear from you to understand how you're currently creating HTML5 ads and how you'd like to be creating them in the future.

Please complete this short survey to let us know how we can better meet your needs. You can enter to win one of two Nexus 7 tablets if you complete the form!*
*Only participants located in the United States, who submit their email addresses, are eligible to win prizes. Winners will be selected on November 30th, 2012 and notified within 2 weeks.

Posted by Becky Chappell, Product Marketing Manager, DoubleClick Rich Media

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