Emerging TechnologyMobileRich Media Banners in HTML5 Enhance the Mobile Website Experience

Rich Media Banners in HTML5 Enhance the Mobile Website Experience

The development of HTML5 is enabling businesses to expand the reach and depth of their marketing campaigns.

With the growing popularity of mobile websites, HTML5 rich media banners have become an excellent way for advertisers to communicate with their target audiences. Rich media has always elevated the click-through rate of banner advertisements, and now with the help of HTML5, the level of engagement in mobile advertising is increasing.

HTML5 rich media banners top the banner advertisements of the past, which were designed exclusively to drive traffic to external mobile-formatted websites. There are a number of advantages to creating banners with HTML5. For example, HTML5 can be used to incorporate a variety of interactive elements and content into banners, including video, music, and games, which help to engage viewers.

The development of HTML5 is also enabling businesses to expand the reach and depth of their marketing campaigns. The open, cross-platform rich media standards of HTML5 technology are compatible across the broad range of mobile devices that are available today, including Apple iOS and Android. Apple and Android developers have tried to create their own solutions. For example, Apple’s rich media mobile advertisement network iAd was developed as a solution after the decision was made to not enable Adobe Flash support on its iOS. However, iAd can only perform in the Apple ecosystem. Adobe development has also evolved to incorporate HTML5 from the production side. With the new Adobe Edge, developers are able to author content comparable to that produced by Flash. The difference, though, is that Edge is a tool aimed at creating the content included in display advertisements, websites, and mobile apps.

HTML5 has been the only real solution to the challenges that developers and advertisers have faced with the fragmentation of technologies on various devices. Because HTML5 works with all platforms it could potentially help to standardize the entire media-serving world, making it more efficient and easier for advertisers to engage consumers.

In addition to producing compelling advertising experiences, the HTML5 technology enables creative agencies to manage rich media advertisements as needed, from a single location. Agencies can track the effectiveness of a mobile media advertisement campaign in the same way they would a traditional online campaign, obtaining all the necessary user data, such as impressions, click-through, and conversion rates.

With the increased demand for rich media, HTML5 is transforming the landscape of mobile advertising and advertisers are starting to see the successes. During the first eight months of 2012, one of the largest independent mobile rich media advertising networks saw a 400 percent growth in rich media advertisement impressions on their HTML5 advertisement platform.

As the primary language used to create the best rich media advertising experiences on mobile devices today, the influence that HTML5 is having on mobile advertising is astounding. With HTML5 taking mobile advertisements to greater heights, what are the long-term prospects for rich media banner advertising? Will HTML5 advertisements replace Flash-authored advertisements for conventional PCs? If so, will the end result achieve similar levels as far as production and interaction go?

HTML5 image on home page via Shutterstock.

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