What is HTML5?
HTML5 is a specification for how the web's core language, HTML, should be formatted and utilized to deliver text, images, multimedia, web apps, search forms, and anything else you see in your browser.
In short, it's a major transformation how the web is put together and enables completely new models of web experience.
HTML5 allows you to treat a web page as a blank canvas. Think about it that way: Currently, most creatives and publishers are working in a "Painting by numbers" world: options are very limited to insert creativity. Some colors here, maybe skip a number here and there, that's about it. HTML5 will give creatives and publishers unlimited freedom. They can throw their painting by numbers book away and enter a studio the size of a hangar filled with tools to add creativity to a blank canvas. They can embed video, audio and any interactivity directly into web pages, allowing for new forms of communication and, yes, advertising.
HTML5 will (finally) transform display advertising.
Those 300x250 and all the other IAB sizes will go away over time. Why? They limited us to painting-by-numbers-creativity as well. HTML5 will allow you to put a whole storefront in an ad. Reading about the newest Pearl Jam album on a review site? You can buy it right from the review site without ever leaving. Ultimately, any site will transform into an app, greatly enhancing the web experience, especially the mobile experience. Releasing publishers from the stranglehold of app stores and giving them an opportunity to release a new wave of creativity and innovation.
This demo by Sports Illustrated is an illustration what you can do with HTML5 when you utilize 10% of its power.
The future is almost here. We see evolving experiments with HTML5 but the real innovation is about to begin. Transforming advertising and publishing. Again.
Uwe Hook is the CEO and Co-Founder of BatesHook, Inc. (www.bateshook.com) and a veteran of the advertising and marketing industry with the goal of building connections between people and brands. Uwe can be reached at firstname.lastname@example.org.
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