With marketers increasingly adopting HTML5-formatted ads to address the cross-screen habits of consumers, the Interactive Advertising Bureau has released a new guidance paper designed to help streamline ad creation and lower costs.

Savvy marketers recognize that consumers are increasingly engaging with digital content on desktop, laptop and mobile devices, driving the need for ads to perform seamlessly across platforms. The new HTML5 for Digital Advertising 1.0 guidelines have been released by the IAB Ad Operations Council and Mobile Marketing Center of Excellence for public comment.

?The more traffic coming through mobile devices means that in order to have rich ad experiences brands need to use HTML5 as flash is not accepted on most devices,? said Sabrina Alimi, senior manager of the IAB Mobile Marketing Center, New York.

?As the HTML5 specification is developed by the W3C new elements continue to be introduced to allow the same capabilities needed for ad executions/experiences desired by the advertising industry,? she said.

?It is important to note that HTML5 creatives are being adopted for Web/desktop campaigns as well. It is not mobile only.?

Manual packaging
HTML5 ad units are intended to perform seamlessly across platforms. However, their development requires a distinct skill set, per the IAB.

The document released yesterday is the first step in helping the industry work effectively with HTML5 and to ultimately establish industry-wide best practices in this area.

One of the issues marketers face with HTML5 ads include the need for some manual packaging to ensure superior and complete delivery as well as a uniform ad experience.

?There two main challenges [to HTML5],? Ms. Alimi said.

?First is the transition from a visual design to a code-based design,? she said. ?This involves a different skill set and requires creatives to work closer with developers.

?Another challenge is file weights. Flash had built-in compression to keep the files small, while HTML5 developers need to be more conscious of this challenge and take additional steps to keep file weights small.?

Greater efficiency
The IAB also has a broader HTML5 initiative underway to look at developing technical solutions and formal HTML5 ad formats and guidelines to address how the digital advertising space is evolving.

The new document promotes optimal performance, functionality and user experience by flagging several key challenges in adopting HTML5 and solutions for dealing with them. It includes time and cost-savings guidance and an HTML5 wiki resource for designers and developers.

Other topics addressed in the document include HTML5 display ads, file and ad unit size, code and asset compression, in-banner video advertising and animation, efficient ad creative packaging and ad server compatibility communication recommendations.

The deadline for public comment is June 10, 2013. Once the public comment period closes, the IAB Ad Operations Council and Mobile Marketing Center of Excellence will evaluate comments, make any needed changes and release a final version.

The full document can be viewed by visiting www.iab.net/html5.

?As far as opportunities, HTML5 allows for the ability to run cross platform campaigns,? Ms. Alimi said. ?This is especially important for ads delivered to tables which are often the same Web site as found on desktop.

?HTML5 also doesn't require a plug-in to be installed, but is integrated directly with the browsers,? she said. ?And it is open source.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York