One of the biggest marketing challenges that brands and agencies face is the gap between programmatic and creative. An article by Yuyu Chen, from Digiday highlights that 30% of the attendees of their Programmatic Summit identified this as their top concern (see link at the bottom).
With Flash now discontinued across multiple platforms, we thought it might be useful to start with the basics on its replacement – HTML5. What is HTML5 and what are its components?
First, HTML creative is not new, the industry has been using HTML creative for many years. What is different is the enhanced capabilities of the latest HTML5 spec which is a leap ahead from HTML4 and can replace Flash. A couple of key differences with HTML5 is that it enables animation and responsive/adaptive design.
The dotcom crash of the early 2000’s formed the start of a true marketplace for a new digital advertising economy. In the last 15 years the media industry has in a way – been in a ‘wild west’ state. It evolved faster than it did in the 200 years prior, and that fast change caused a bit of a mess.
From bot fraud to loss of transparency and excessive arbitrage in the value chain, to new tech being misused (like targeting). We’ve also somehow been drawn to buzzwords like ‘Big Data’, ‘Native Advertising’, ‘Second Screen’ and the worst one – ‘Mobile’. These cause complexity, confusion and ultimately investment going to the wrong places. These were all distractions from what should have been our focus…
…creating the best individual user experience.
It’s super important to consider web image optimization when building creative and choosing the best file types to use for your original assets. There are many file types, but only a few that really matter for the web and native apps. While Flexitive makes it easier with automated image resizing and smart compression, we’ve put some tips together to help you build amazing HTML5 creative that is high quality and loads fast on all devices.
Continue reading “JPG, GIF, PNG, SVG & Web Fonts – How to Build High Quality, Fast Loading HTML5 Creative”
The Flexitive team knows how important it is for designers to be able to easily embed a YouTube video into their creative. Making it easy to change video settings like auto-play and start time, as well as ensuring that there aren’t other ads showing while your video plays, is crucial to the overall user experience and performance of the creative.
Continue reading “Embed a YouTube Video into Your Creative”
When Google announced last year it would phase out Flash support in its Chrome browser, Flash already had limited support on mobile operating systems like Apple’s iOS & Google’s own Android OS.
Continue reading “Google’s Shutting Down Its Swiffy Flash > HTML5 Conversion Tool”