The Interactive Advertising Bureau (IAB) released a new update to its HTML5 For Digital Advertising Guide to help ad designers understand how to effectively leverage the technology.
This couldn't come soon enough. A recent study from Sizmek found that advertisers are still running a ridiculous amount of Flash ads despite the fact that they default to static displays on mobile device (which means fewer clicks).
The updated guide considers asset optimization, use of shared libraries, text and fonts, video details and recommendations, and expanded/detailed animation recommendations. The IAB says the entire guide has been streamlined for ad designers.
In addition to updates to the guide itself, its resource wiki also got some updates with more technical details. It includes a list of potential tools for using in aiding HTML5 ad development, info on browser compatibility, a list of shared libraries in common use, and links for evaluating the compatibility of specific ad creative components.
The updated guide is meant to serve as a companion to the new IAB Display Creative Guidelines.
"The transition to HTML5 is paramount for improving user-experience online,” said Scott Cunningham, Senior Vice President, Technology and Ad Operations, IAB, and General Manager of the IAB Tech Lab. “The one-two punch of an overhaul to the ‘IAB Display Creative Guidelines,’ followed by this update to the ‘IAB HTML5 For Digital Advertising Guide,’ represents just the beginning of the IAB Tech Lab's planned output on consumer experience solutions and standards – all designed to create an ad-supported digital landscape that people can enjoy without lengthy ad load times and clutter."
“There is a reason that HTML5 has rapidly become the industry standard: It enables deeply immersive and responsive consumer marketing experiences that render gorgeously and easily across screens,” said Cory Hudson, Senior Director, Creative Technology, AOL, and Co-Chair of the IAB HTML5 for Digital Advertising Guidance Working Group. “Still, HTML5 is fairly new to a number of key stakeholders in the space, and this revision to the ‘IAB HTML5 For Digital Advertising Guide’ will be an important resource in providing best practices and helpful information, as ad designers and creative technologists maneuver their way and learn to take advantage of this powerful technology.”
You can review the updated HTML5 guide here. The public comment period will end on October 30.
Image via IAB