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From: iMedia Connection - Pablo Schklowsky |
Tuesday, 21 February 2012 09:32
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Turn-key HTML5 video solutions are not yet available within the online video advertising space.
\As HTML5 grows its share of the online video market, web video publishers are beginning to look for ways to monetize videos being played outside of the traditional Flash advertising methods. But when someone watches a video in HTML5 mode, what should that experience be like? What's possible, given the current state of the tech?
HTML5: Desktop versus mobile
Before we begin talking about the challenges that face HTML5 video ads, it's important to acknowledge that video in HTML5 can behave very differently on the desktop than the same code running on a mobile device. Here are some of the primary differences:
As you can see from the table above, some concepts that advertisers take for granted, such as video ads that display a webpage when clicked, are not possible on smartphones. On most mobile devices, once an HTML5 video begins playing, whether it's an ad or not, the phone will enter full-screen video playback mode. This gives the user has full control over the playing video, including the ability to seek to the end of it.
Technical challenges
As the major ad networks are beginning to offer support for HTML5 video ads, they face several important challenges.
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