With more publishers and agencies
turning to responsive design to adapt to a post-PC world, HTML5 is playing a growing role in Web development. But with adoption of the open Web standard still at an early stage, the Interactive
Advertising Bureau has issued a new set of guidelines for using HTML5 to create and run digital advertising.
Released Monday for public comment, “HTML5 for DigitalAdvertising 1.0: Guidance for Ad Designers & Creative Technologists” is aimed at providing best practices and formal ad formats for HTML5 technology.
It addresses areas such as HTML5 display
ads, file and ad unit size, code compressions, in-banner video advertising, efficient ad creative packaging, and ad server compatibility. The guidelines also include an HTML5 Wiki.
“With multiscreen advertising growing at such a continued rate and increasing in demand daily, it's mandatory that we (as an industry) demonstrate how marketers can strategically and effectively bring HTML5 ad development into the mainstream,” said John Percival, senior creative technologist at PointRoll, and member of the IAB’s HTML5 Working Group.
Proponents have long backed HTML5 as a more efficient way to create content and advertising that can run seamlessly across the desktop, laptops and mobile devices and different types of operating systems and browsers. But the transition from Flash-based ads to HTML5 is still a work in progress, as the new document acknowledges.
“While HTML5 offers a rich rendering experience across devices, the scarcity of design tools requires additional expertise,” it states. “The operational costs of shifting from visual design to code-based design are magnified when publishers and ad developers lack a common framework for HTML5 ad optimization.”
As opposed to Flash-formatted ads that integrate easily with Flash players on the desktop, “some manual packaging is necessary to guarantee superior and complete delivery, as well as a uniform experience,” noted Steve Sullivan, IAB vice president, ad technology.
In relation to video used in ads, for example, "the video asset needs to be transcoded into a few different formats to ensure cross browser functionality.” IAB provides instruction on video-tagging in HTML5.
The deadline for public comment on the HTML5 guidelines is June 10. Following that period, the IAB’s Ad Operations Council and Mobile Marketing Center of Excellence will evaluate comments, make any needed changes and issue a final version.