Mobile rich media

Éva Szántai

Director, Product & Technology

Just recently someone asked me: what exactly is the difference between HTML5 and rich media solutions?

HTML5 is a programming language which makes it possible to create rich media advertisements. Basically all rich media solutions are created with HTML5 technology, but not all HTML5 solutions are rich media ads as well. We can call an advert a rich media solution if there are more pictures appearing on the banner as usual: these could be picture galleries, videos or even games – so anything, that’s more complex than a normal banner. And they are all made using HTML5 technology.

Rich media solutions are popular on desktop for quite a while now but somehow the market is not really accepting them on mobile platforms. Before we dive into more details, let’s see how these rich media solutions could be made.

One possible way is through unique HTML5 developments. In this case, a developer builds a banner from code, where some parts could be changed – to paste videos, photo galleries, or action buttons to the banner. The weakness of this scenario is that if the advertiser wants a unique solution then the developer needs to build a new banner from scratch – and this could take multiple days. But it’s great because the media owner or sales house only needs to pay the developer once.

The other possibility is to use templates. Many companies provide these solutions where on a graphic platform you can create rich media solutions for mobile with “drag-and-drop” approach. This helps turning unique ideas into products by combining different components. If someone is not satisfied with this system, many times there’s a way to use special javascripts. Templates are great to create more unique solutions, but in many cases you have to pay after every served appearance which can really make these adverts expensive.

At Madhouse, we mostly prefer templates because of the unique appearances. We are trying to come up with innovative advertising solutions as often as possible. Like our interscoller – mixing up interstitial and scroller ads; this means that ads appear while the user is scrolling through content, fill the screen then disappear when users scroll past them– which just recently appeared on the market.

All in all, we can say that rich media solutions are on of the most popular types of mobile advertisements, which means that they contain videos, photo galleries and descriptions. These rather special solutions are mainly used during a bigger campaign by the more experienced advertisers.

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