At IAB MiXX in New York, Google demonstrated some amazing things that are possible with HTML5 mobile rich media creative. And, also announced that HTML5 banners available to all advertisers and agencies.
"HTML5 banners provide marketers with a richer canvas on which to create beautiful ad experiences on mobile. In addition to animations, HTML5 banners enable marketers use mobile device capabilities like tilt and shake to enrich their creatives. These banners will run on all our ad unit sizes for both tablets and smartphones in iOS and Android mobile apps in the AdMob network, and will offer new opportunities for marketers to drive engagement and improved performance on mobile," revealed Clay Bavor, Product Management Director, Mobile Ads.
What's possible with HTML5 banners? Inspired by IAB MiXX's host city, New York, "we created a sample ad to show some of the things marketers will be able to do with this new format. In the ad, the New York skyline appears layer by layer, and then, as the user tilts the tablet, the skyline moves, creating the illusion that the user is peering around the buildings," explains Bavor.
Click this link from your tablet to see the ad
Bavor notes, "Mobile display advertising is skyrocketing and we're dedicated to fostering this ecosystem and helping it continue to grow. In addition to new creative tools like HTML5 banners, we're also working hard to make mobile display ads more efficient." Today, beta advertisers can serve rich media ads from Doubleclick into AdMob apps, a feature that has seen exciting initial results.
"We're also working closely with the IAB to create the industry's first standards for mobile rich media ads, which will make easier to run rich media ads across multiple ad networks," added Bavor.