Monday, May 6, 2013

IAB's Ad Operations Council and Mobile Marketing Center of Excellence releases ‘HTML5 for Digital Advertising 1.0’ seeking input from the industry by June 10

The Interactive Advertising Bureau has released released HTML5 for Digital Advertising 1.0 (PDF), what it describes as "an HTML5 wiki resource for designers and developers." The document was developed by the IAB Ad Operations Council and the Mobile Marketing Center of Excellence, which is seeking public comment on the document through June 10.

"This document is the first step in helping the industry work effectively with HTML5 in the marketplace," said Cory Hudson, Creative Director, AOL Networks, and IAB HTML5 Working Group Co-Chair.

"The broader IAB HTML5 initiative is looking at developing technical solutions and formal HTML5 ad formats and guidelines to address growing needs around HTML5 ad technology. This is a very important and significant program that facilitates the first ever establishment of industry wide best practices in this area. This effort will promote optimal performance, functionality and user experience across devices which benefits designers, vendors, publishers and consumers."

The document addresses HTML5 display ads, file and ad unit size, code and asset compression, in-banner video advertising and animation, efficient ad creative packaging, and ad server compatibility communication recommendations.

Companies that had representatives on the two committees included AOL, CBS Interactive, Google, Pandora Media, PointRoll, Time Inc., Turner Broadcasting System.

"With multi-screen 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, PointRoll, and member of the IAB HTML5 Working Group. "As new screens emerge, and people change the way they view and interact with content, advertisers will need a standard ad solution that's ubiquitous in the ever-changing environment."

(Download the document: HTML5 for Digital Advertising 1.0)