Do you ever think about the huge possibilities for your brand if you could deploy engaging rich media media campaigns across all screens and devices with scale? Smartphones and tablets now have widespread adoption. At the same time, consumers have an increased preference for animated, interactive advertising over static banners.
That is why rich media, expendables & video advertising formats are all very popular amongst our advertisers. No surprise if you look at the high engagement rates for these formats. But interoperating systems for the flawless ad serving of these highly engaging advertisements on all screens is still a bridge too far. In our day to day business we see the need for specifications and standards to help systems operate more efficiently.
For a cross-screen approach for rich media campaigns to become common practice we need to converge to a common standard such a HTML5. Standardization is key for proliferation of cross-screen rich media advertising. Our clients are demanding better integration between technology standards. We all want that our creative team has to build just a single creative that can be deployed across all environments, publishers, screens & channels. In this two-sided market we will need an established infrastructure and defined rules that facilitates the transactions of advertisements. Specifications contain compliant technology so it is easy to run across multiple screens. Wide range adopted standards will mean taking the ad portability across publishers one step further: ad portability across all devices and formats. What steps need to be taken to ensure this utopia to become reality?
Is HTML5 the answer
Auto-scaling on all mobile devices is very important when running mobile rich media campaigns. Mobile rich media advertising has historically been difficult to execute on a large scale because every publisher has maintained different standards and specs for mobile ads. With so many different standards, you would have to create many ads, each tailored to individual publishers — a very manual and unscalable process. Not to mention very expensive…
Using an HTML5 dynamic template, will allow you to create and manage one flexible ad—instead of hundreds of custom-built ads—that can run across screens. Using an HTML5 template helps you create and manage one flexible ad—instead of hundreds of custom-built ads—that could run across screens. This strategy will improve scaling possibilities. When creating a stunning creative ad you have to ensure the experience works uniformly across devices. HTML5 device-motion and device-orientation APIs will help you do this.
MRAID, VAST & VPAID
To help make mobile rich media execution more scalable, the IAB developed the Mobile Rich Media Ad Interface Definitions (MRAID), which provide a standard for mobile rich media ads, so that all publishers can accept the same ad type. Our technology partner DoubleClick Rich Media is MRAID compliant, meaning when we use DoubleClick for your campaign we have the ability to serve MRAID creatives to in-app inventory offered by publishers and mobile ad networks on a large scale. We have already been working with a number of publishers, confirming their ability to support our ads.
VAST (Video Ad Serving Template) was developed by the IAB as the universal answer for serving video ads and VPAID (Video Player-Ad Interface Definition) was built so that videos and ad units could communicate with each other and enable a rich interactive in-stream ad experience. Ok, now that we know that, it only leads to another question… Why don’t we all use this?
For our market to deliver the much needed standardization and to improve interoperability, both sides – publishers & advertisers – with both their own cost and revenue at stake need to give their commitment. The two need each other, creating a platform & standard that matches demand from both sides. For example, advertisers will create banner formats only for publishers, screens or ad networks that have a critical mass of visitors, because advertisers need a large enough base to recover their upfront creation costs. Increasing scale will allow margins to improve and advertiser’s budget to grow, and in the slipstream increasing revenues for publishers.
Get in touch with your local media buying specialist to discuss the options for your digital marketing strategies.