Trends Assessment Presentation #2, HTML5, 4-10-12

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

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2012: The Year of Multiscreen Marketing

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Consumers are “always on” Need for personalized and relevant interactions

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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

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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

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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

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Coca-Cola’s Arctic Home Campaign

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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

Arctic Home Ad on NYTimes.com

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USA Network’s “White Collar”

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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

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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

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HTML5’s Future: Mobile Targeting Improves Relevance

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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

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HTML5’s Future: Design Expertise is Crucial for Success

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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

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Q&A

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