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John Percival - HTML5 Advertising

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John Percival HTML5 Advertising
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HTML5 Advertising: summary, description and annotation

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Web advertising is changing. What was once a predominantly Flash-based medium is making the switch to HTML5, with the benefit of a plug-in free environment giving a larger audience for ads, and better integration with the page they are featured on. We live in a time where marketers, designers, and developers are confused as to what they can and cant do on different devices, browsers, and operating systems. What better way to finally make sense of it all, than by stepping through the entire campaign process on your own terms?HTML5 Advertising will educate you on the whole digital advertising process from start to finish, and help you take advantage of new HTML5 features such as canvas, CSS3 animations, DOM events, audio and video, and offline storage. Youll also learn how to get around discrepancies in browser support with JavaScript and polyfills. You will be provided with tips and tricks to better optimize content across screens and make the most successful campaign with the lightest footprint possible, which is especially important when deploying to mobile devices. This book:* Takes you through the advertising campaign process with HTML5 from design to delivery* Provides in-depth knowledge into the digital advertising landscape and the HTML5 specification* Communicates tips and tricks coming from Flash and ActionScript to HTML5, CSS3 and JavaScript. HTML5 Advertising equips you with the knowledge to attack cutting-edge, rich media projects with confidence and scale, while also learning the essentials to communicate to internal and external clients. HTML5 is here whether you like it or not, so why not jump in early and head down the path of building the future.What youll learn* How to work with web standards within the digital advertising desktop and mobile landscape* Understand new HTML5 features like SVG, web fonts, device orientation, offline storage and tracking, geolocation, canvas, drag-n-drop, webGL and video* Create, encode and deliver device and browser agnostic video for HTML5* Create interactive and dynamic advertisements for HTML5 compliant browsers* Deploy to mobile devices, both in application and mobile web environments* Optimize your creatives and provide graceful failovers when needed with debugging tips* Understand the entire digital advertising campaign process from end to end Who this book is forHTML5 Advertising is for the designer/developer transitioning from Flash & Actionscript to web standards (HTML5, CSS3 and JavaScript). Its ideal for someone who is ready to move beyond his/her current skillset and get a jumpstart on developing with the emerging standard. Its for designers and developers tired of not reaching the full audience on Apple iOS platforms and browsers where Flash cant run. While the industry is swiftly progressing towards the new standard, Digital Advertising with HTML5 is an excellent choice for developers and designers who enjoy learning useful tips and shortcuts that they can apply in their professional life. Its an exceptional choice for the creative or technology director craving to improve the skillsets of an entire team or department.

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HTML5 Advertising

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John Percival

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HTML5 Advertising

Copyright 2013 by John Percival

This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publishers location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law.

ISBN-13 (pbk): 978-1-4302-4602-2

ISBN-13 (electronic): 978-1-4302-4603-9

Trademarked names, logos, and images may appear in this book. Rather than use a trademark symbol with every occurrence of a trademarked name, logo, or image we use the names, logos, and images only in an editorial fashion and to the benefit of the trademark owner, with no intention of infringement of the trademark.

The use in this publication of trade names, trademarks, service marks, and similar terms, even if they are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights.

While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein.

President and Publisher: Paul Manning

Lead Editor: Louise Corrigan

Technical Reviewer: Richard Carter

Editorial Board: Steve Anglin, Ewan Buckingham, Gary Cornell, Louise Corrigan, Morgan Ertel, Jonathan Gennick, Jonathan Hassell, Robert Hutchinson, Michelle Lowman, James Markham, Matthew Moodie, Jeff Olson, Jeffrey Pepper, Douglas Pundick, Ben Renow-Clarke, Dominic Shakeshaft, Gwenan Spearing, Matt Wade, Tom Welsh

Coordinating Editor: Kevin Shea

Copy Editors: Thomas McCarthy, Kim Wimpsett

Compositor: SPi Global

Indexer: SPi Global

Artist: SPi Global

Cover Designer: Anna Ishchenko

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For information on translations, please e-mail rights@apress.com , or visit www.apress.com .

Apress and friends of ED books may be purchased in bulk for academic, corporate, or promotional use. eBook versions and licenses are also available for most titles. For more information, reference our Special Bulk SaleseBook Licensing web page at www.apress.com/bulk-sales .

Any source code or other supplementary materials referenced by the author in this text is available to readers at www.apress.com . For detailed information about how to locate your books source code, go to www.apress.com/source-code .

Do what you love and youll never work a day in your life. Thanks, Mom. Love you.

Contents at a Glance

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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.

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