HTML5 Advertising
John Percival
HTML5 Advertising
Copyright 2013 by John Percival
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ISBN-13 (pbk): 978-1-4302-4602-2
ISBN-13 (electronic): 978-1-4302-4603-9
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Contents at a Glance
Contents
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Foreword
We are currently experiencing the initial stages of an unavoidable shift within the digital advertising industry. Specifically, there is a push toward widely adopting open web standards such as HTML5 and moving away from closed, third-party options such as Adobe Flash. With Flash long being the main delivery mechanism of all nonstatic digital advertising, this is a monumental change of direction that at least in these early, beginning stages poses far more questions and challenges rather than easy answers and quick solutions. An entire industry is currently faced with having to completely change direction and redefine its core creative technology. For those of us who are involved with the creation and deployment of digital advertising, it has become quickly apparent that there is a strong and urgent need for guidance in this area as well as for the formalized establishment of industry standards, specifications, and best practices that will facilitate the industry to effectively transition toward this next-generation advertising format and designate HTML5 as the new de facto standard.
Installing HTML5 as a replacement for Flash within digital advertising may eventually become everything that we believe it will be; however, right now the subject seems to pose far more questions than answers. There are several industry-specific issues and obstacles that need to be adequately addressed before HTML5 can truly be considered a scalable and standardized solution. These issues include concerns relating to overall file size, bandwidth consumption, inconsistent and fragmented feature support within browsers, and acceptable optimization and performance across browsers, as well as the lack of suitable content creation tools for designers. From the content creation perspective, designers are now forced to contemplate starting over completely and developing an entirely new skill set. This can be a very daunting and intimidating task, and without any relevant direction or suitable industry resources, the average designer who creates digital advertising is most likely left feeling very confused and overwhelmed. This book comes to the rescue and effectively fills the void by providing relevant guidance, insight, and advice. John does a magnificent job of identifying the key challenges and then presenting suitable solutions that are easy to understand and digest even for novices.