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The Future of Mobile Advertising

A client needs an animated banner for an upcoming Google Adwords campaign.

The problem? The client loves their iPhone (as do their customers) and hates seeing static banners in place of costly Flash animations that don’t work on those smartphones.
Our solution? Decrease the use of non-mobile compatible Flash banners and increase the use of HTML5.

In today’s “mobile-first” environment, the latest trends that allow for ease of use on mobile platforms are quickly becoming staples in our industry. However, many developers and designers are reluctant to drop what they know and jump onto the HTML5 bandwagon; with all the advantages HTML5 provides, they really shouldn’t be.

One of the major advantages is the increase in accessibility: You can now reach more people in more places. HTML5 delivers media-rich interactivity that spans all platforms and devices. Features such as geolocation, SEO-readable content and dynamic content increase an ad agency’s mobile capability and, in turn, its ability to better connect with large audiences, reaching a greater number of target demographics.

By utilizing HTML5 banners for our higher education clients, we have jumped ahead of the curve. Clients like Fordham University’s Graduate School of Social Service have converted from old Flash banners to new, responsive HTML5 banners, increasing the school’s ability to reach more prospective students—regardless of which type of device or platform they prefer.

The introduction of HTML5 also helps to create cleaner code for developers to use and reuse. HTML5 allows you to write clear semantic code that helps to separate meaning from style and content. In plain English, this means developers, whether freelance or in-house, will have a smoother work flow. Any developer will be able to pick up code from another developer and make changes easily. With the constant flux of developers, HTML5 allows agencies to breathe easy when it comes to making changes to websites and apps.

While we won’t be able to convert every developer or agency to HTML5, it’s time that we as an industry recognize that it’s the future, so get with it! Whether you’re simplifying and making your markup more legible or creating a great new HTML5-driven video game, HTML5 is here to help, and we developers need to embrace it.

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