2016 Saw a quick adoption by marketers of HTML5 ad design tools such as Google Web Designer and Bannerflow. The tools are making it easier than ever to create great looking HTML5 ads, the new preferred standard now that Flash has been ruled out.
It’s no surprise these technologies are being rapidly adopted. According to Sizmek, a global adserving provider, rich media ads see a lift in engagement of 8.07x.
Marketers and agencies with limited resources or wanting to amp up their creative capabilities were frequently reaching out looking for guidance on how to export the markup to serve correctly through RTBiQ. Other vendors were saying “we can’t accept this,” leaving marketers stranded.
We started the research process by talking to colleagues across the digital landscape. There were a few common reasons we found as to why even the big platforms weren’t able to accept exported HTML5 ads:
- Messy code: While the ad creative itself would look great on screen, platforms were often having difficulty understanding the complicated HTML5 and CSS markup exported by these design tools. Typically, ad markup is organized into clean code that a typical designer or developer would be able to understand. This was not the case with several of the files we were receiving.
- Overly long code: Several of the major exchanges have implemented a 10,000 character limit for ad markup. While a typical 3rd party ad tag or HTML5 ad would most certainly be under 10k characters, the HTML5 ads spit out by these tools was exceeding that often 4x.
- Hosted vs. Local assets: While we have accepted hosted HTML5 assets for some time (that is, the image assets from the ad are hosted remotely such as on a page or ftp), assets that were local (contained within the zip folder) were difficult to reference without a lot of manual work by a developer.
The geniuses we put behind the wheel of RTBiQ were able to quickly identify the various complications around serving HTML5 ads – and as a result developed our HTML5 Uploader! By simply uploading the .zip folder containing all of the ad’s assets, our system accurately parses the code to assure your creative looks great every time an impression is served.