How HTML5 Is Changing Mobile Advertising

The following is a guest post by Glen Suh, Director of Marketing for TapIt mobile advertising. In today’s mobile world, smartphone users expect a lot out of their mobile phones.  Users desire fast processors, high data speeds, and a well laid out operating system. Furthermore, users also expect higher quality pictures and video playback as smartphone technology …   Read More

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The following is a guest post by Glen Suh, Director of Marketing for TapIt mobile advertising.

In today’s mobile world, smartphone users expect a lot out of their mobile phones.  Users desire fast processors, high data speeds, and a well laid out operating system. Furthermore, users also expect higher quality pictures and video playback as smartphone technology advances. HTML5 banners provide marketers with a richer canvas on which they can create a more beautiful and engaging advertisement.

With the demand of rich media increasing, HTML5 will play a large roll in changing the way ads are made in addition to the way users view and interact with mobile advertisements.  HTML is being implemented in today’s mobile advertising world due to the fact that it can be downloaded from an ad server and then displayed on the web or in apps. The ability that apps have to render HTML is a huge advantage for developers because Android and iOS both support this technology, which allows for multiple platform and OS compatibility across devices. HTML5 can be leveraged to fix the fragmentation issues even allowing advertisers to take a successful desktop campaign and run it on any mobile operating system that embraces the technology.

The utilization of HTML5 also benefits advertisers in the sense that they can now give mobile users a richer interactive experience without the need to leave a mobile-optimized site or app to view an ad. Also keep in mind that when a developer integrates a rich media ad kit, it generally tends to result in sluggish performance. However, with implementation of HTML5 the ad rendering engine is lighter and simpler, speeding up load times and making it more suitable for resource-constrained mobile devices.

While traditional mobile banner ads typically redirect users to an external mobile site, rich media ads built off of HTML5 technology gives advertisers another way to drive response rates without annoying or interrupting the user.

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4 comments

  1. Carmen Richards

    No doubt, HTML5 ads are a new and rising submarket; we are going to see a rapid growth of HTML5 ads in the upcoming years; meanwhile, more ad publishers will transform from Flash ads to HTML5 ads, or take care of the both; it is not difficult to adapt the changes. Although most of the discussions have been about apps and websites in the last year, we can predict HTML5 will also bring remarkable changes to advertisements in the next year.

    Carmen from HTML Development

  2. web master

    Great walk-through of the current state of HTML5.
    Way too often people forget that HTML5 is work in progress – the official standards are not expected to be ready until 2014. Besides, HTML5 will still not be capable of doing the same advanced stuff as Flash does and content providers can't expect to offer the exact same experience across all browsers.
    Having said that, it's great to see that all major tech-companies are pushing on HTML5, which hopefully will leave to easier access to content and less walled garden strategies.

  3. How HTML5 Is Changing Mobile Advertising :: xLAB Mobile

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  4. Chris

    I never really understood why HTML5 was being favored by developers. It all makes sense now….great post, very informative.

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