When it comes to creating rich media banner ads, the end of Flash being a reliable option has created a brand new and unexplored world for designers, developers and ad agencies. For those who are now learning to create HTML5 banner ads, it is a little like being thrown into America’s wild west where pioneers forged ahead blindly.

The cause of the new HTML5 challenge: Dynamic banner production

It may be old news for some by now, but when Google announced that its Chrome browser would start pausing some Flash content, designers began a revolt against using Flash technology—and with good reason. Who wants their engaging ads to stop working on any random devise that happens to be running on battery power?

To add to the Flash dilemma, Firefox has also blocked Flash after severe security issues. That means brands and ad agencies can no longer rely on the effectiveness of banner ads created in Flash. Creating HTLM5 banner ads is the new chosen option.

What’s size has to do with it?

One challenge that many designers and developers are facing is file size. Because HTML5 banner ads doesn’t have compression and packaging ability like Flash, it takes larger creative assets to produce the same desired effects. It’s especially an issue with rich media ads.

Assets and code that are delivered for and HTML5 banner ads are required to be packaged together in one file so the publisher can unpack and have everything accessible. There are a few exceptions—for example Web fonts can be summoned from another location on the web—but everything else has to be in one file, which creates size problems. The fact that Javascript libraries like IQuery have to also now be included in the file sent to a publisher is one of the biggest challenges for designers. This requirement is a good thing for the success of the ad, however, as the total ad weight needs to be known to meet server thresholds so that ad drop-off levels can be guaranteed for publishers and advertisers.

Will things improve? HTML5 Banner Agency says Yes.

Savvy designers and digital banner production providers are already finding ways to reduce HTML file size while still delivering highly engaging content for their clients. Plus, new innovations in web libraries and the ability to mismatch different file libraries is sure to help with reducing HTML5 banner ads file size.

Look for more in-depth exploration of HTML5 banner ads creation—including ways to limit file size—in the days and months ahead. In the meantime, we would love to hear your experiences in this new “Wild West” of digital marketing. Let us know your thoughts and how we can help.


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