Expanding its push into the mobile space, video ad network Tremor Media said Tuesday it will offer HTML5 support for its interactive video ad units.
The HTML5 format for publishing and delivering ad-supported Web video has been championed in particular by Apple Inc. as an alternative to the Adobe's pervasive Flash technology. The company has all but banned the use of Flash on the iPhone, iPad and other Apple devices on the grounds that the latest version of the HTML programming language provides superior performance and reliability.
To that end, Tremor will launch HTML5-compatible formats initially for the iPad before expanding the service to other devices including the iPhone and Android-based mobile phones by year's end. "With the introduction of the Apple iPad, publishers have a new mobile platform in which to reach a highly engaged audience," said Charles Parra, vice president of product management for Tremor.
With the move, the New York-based company will extend HTML5 support through its flagship Acudeo platform, which powers in-stream video advertising for some 2,000 Web publishers.
Tremor is also working closely with long-standing partner Brightcove to ensure that its HTML5 formats can be easily integrated by the Web video provider's clients. "By working closely with partners like Brightcove, we continue to provide our advertisers with the most engaging ad opportunities across any device, and our publishers with the best solution to monetize their mobile video content," said Tremor CEO Jason Glickman.
Brightcove is among various online video and mobile companies that announced support for the HTML5 standard earlier this year in connection with the launch of the iPad this spring. The emerging video format got a big boost at the start of the year when Google added HTML5 support for playback of YouTube videos. Mobile ad networks such as JumpTap and Greystripe have also gotten on the HTML5 bandwagon.
While other networks may serve HTML5-based ads, Parra argued that Tremor's existing Acudeo platform would offer a greater ability to track campaigns and provide ad verification to publishers, advertisers and agencies. In addition to standard pre-roll units, HTML5 support will extend to more advanced formats including its vChoice & vChoice iRoll units that give users more control over the types of ads they see.
Tremor ranked as the second-largest online video property behind Hulu in July based on the number of in-stream ads served, with nearly 452 million -- reaching 19% of the U.S. population, according to comScore.
In April, Tremor raised an additional $40 million in venture funding, bringing its total to $82 million. Given that war chest, Glickman indicated the company is not ruling out a potential acquisition to accelerate its move into mobile video advertising. "We see mobile as a big deal in the years to come," he said.