One of the themes emerging at OMMA Global is growing support for HTML5 as a standard for mobile development, signaling a potential end to the dominance of native apps on devices. Denise
Warren, SVP & chief advertising officer, The New York Times Media Group, said the company is placing a big bet on HTML5, using the programming language to build its core mobile products. Both the
NY Times and Time provide HTML5 support for video in their iPad apps, via Brightcove. In a separate talk, Evan Neufeld of mobile research firm Ground Truth looked ahead to the blurring of lines
between the mobile Web and apps because of HTML5, though noting certain key categories like games, social media and maps will still be tied to native apps. And another panel featuring executives from
Time, Yearbook.com and CBS Interactive, also suggested HTML5 will be making a bigger impact in mobile going forward.
