Trends Assessment Presentation #2, HTML5, 4-10-12
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Web Revolution: HTML5’s Impact on Multiscreen Interactive Marketing
Andrew Baird 10 April 2012#HTML5
Presentation Outline
HTML5 Empowers Consumers & Marketers Alike Interactive Ads on NYTimes.com:
o Coca-Cola Arctic Home Campaigno USA Network’s “White Collar”
Potential for Music Labels and Software Developers Mobile Targeting Increases Content Relevance Talented Designers Provide Competitive Advantage
#HTML5 1
2012: The Year of Multiscreen Marketing
2
Consumers are “always on” Need for personalized and relevant interactions
#HTML5
A Brief History of HTML
HTML = Hypertext Markup language = core code used to build web pages
Created by physicist Sir Tim Berners-Lee in 1990
3#HTML5
HTML5: Gaining Momentum
Open and standard way to deliver rich media W3C has set 2014 for final approval Promoted by Steve Jobs as solution to Flash for iOS
devices
4#HTML5
HTML5 Developers Unite!
September 2011: 34 of top 100 most trafficked websites incorporate HTML5
Faceweb: continuous mobile News feed updates
AT&T HTML5 Android App Store
5#HTML5
Coca-Cola’s Arctic Home Campaign
6
Partnered with The New York Times to deliver consistent animated ad experience on NYTimes.com, Times’ iPhone app, and iPad Safari browser
First advertiser to run a single HTML5 interactive ad campaign across three major digital platforms
Opportunities to Improve: Step-by-step moving images of user sending a text, donation reaching Coca-Cola, and
concluding with World Wildlife Fund taking action to protect polar bears Enable users to visualize progression of donation to safety of polar bears#HTML5
USA Network’s “White Collar”
8
Worked with Glow Interactive to create rich media, over-the-page browser ad for premiere of “White Collar” on January 18, 2011
Employs FBI-themed game that integrates content from show and is playable within NYTimes.com ad banner
2011 MediaMind Smart Ad award for the Americas & multiple other awards
Opportunities to Improve: Deploy ad across digital platforms to open up to potential new viewer segment#HTML5
Potential Industry Applications
9
Record Labels: Integrate audio/video from artists
into ad spaces Capture personal information
from cookies to display most relevant music/footage
Integrated Pandora Radio potential
Software Developers: Allow users to test out new
integration features of software Enable pieces of functionality to
be used with web page content Leverage investment in mobile
operating system
#HTML5
HTML5’s Future: Mobile Targeting Improves Relevance
10
Alex RobinsonWeb Designer
HTML5 helps sites/apps target increasingly mobile audiences
Ability to extract personal information using social app logins will help marketers present more relevant content
Few limits to potential in industries and consumer segments; 18-35 age group may be among first targets for advertisers
#HTML5
HTML5’s Future: Design Expertise is Crucial for Success
11
Alex RobinsonWeb Designer
#HTML5
Whether a brand, ad space provider, or interactive marketing firm, intricate design expertise is source for competitive advantage
Potential digital web designer “arms race” where brands compete over talent with HTML5 experience and its impact on multiscreen marketing
“They’ll need UI and user experience designers/researchers as well as strong mobile/web developers. HTML5 is the latest and greatest, so to stay one step
ahead of the competition, you need some serious talent.”
HTML5 already being used by 34 of top 100 websites with increased investments by major tech players
Interactive multiscreen marketing facilitated by ability to develop consistent interactive experiences across platforms
Coca-Cola and USA Network ads on NYTimes.com provide glimpse into HTML5 potential in the future
Mobile targeting will become a major opportunity for interactive marketing professionals leveraging HTML5
Talented HTML5 web designers are in demand and could provide competitive advantage for multiscreen marketing
Summary
12#HTML5
Q&A
13#HTML5
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