We placed our bets on HTML5 in 2010, as this was the year when we had run our first campaign made with HTML5 technology. It wasn’t sharp and moved lumpy, but the effect a moving banner made was noticeable anyway. The Hungarian and international mobile websites mostly consist of static pictures and texts (in the worst case of gifs), thus the banners which move are more successful when it comes to raising awareness. In addition, a HTML5 banner is a spectacular antidote against banner blindness.
HTML5 is not only good because it’s conspicuous, but it’s also device-independent. The same banner, game or even website could be displayed without any conversions or extra production on mobile, tablet or web too. Thus, if there is a banner size in the production list which is suitable for every platform – e.g. 300x250px – then it only takes one round to made it, saving time, manpower and money.
We prefer HTML5 banners, because almost everything is realizable with this technology. We could add different components to it, so even videos, galleries or longer texts and games could appear in the banner. A whole product promotion or a brand is introducible through it. It is even more useful, when too much information is needed to be placed on the ad. For example, the legal text could be hidden under a button, and only appears to interaction. It helps to decrease the sense of crowding that the different texts may appear after each other. It’s also possible to implement dynamic elements: the banner’s message may change according to the location or weather, like in one of our recent campaigns.
More special solutions are easily feasible thanks to HTML5. We constantly seek new possibilities to create something different than standard static pictures and how we could highlight the banner with captivating movements which match the product, emphasizes its features and raises awareness in a sophisticated way.
It’s important to follow a few basic rules during production, because they guarantee your campaign won’t perform worse than its static counterparts:
Flash is not supported by any big search browsers anymore, so it’s obvious that the world is going towards HTML5 solutions. With the end of the never was mobile flash era it’s not worth to consider HTML5 as a banner burdening enemy. With a little exaggeration, we could say HTML5 is a digital media toolbox, which subverts the whole ad world. This progressive technology enables brands to be present with such creative advertising solutions on mobile that they not only reach their audience, but actually engage them.
It’s become a tradition now to summarize the best moments, do we have a lot to sum up this year again. Gábor has already shared his predictions for 2018 but for now let’s see what were we up to in 2017.
Technical development of the year: MCX
In 2017 we introduced our big hit, Madhouse Creative Exchange (MCX). This innovation allows even rich media formats to run on programmatic. Here are two …Read it >