in Mobile, Technology

Why HTML5 is taking over Mobile Advertising


When developing mobile advertising, apps, and web content, developers must choose a script format that they believe will suit their purposes while reaching the largest possible number of customers. In the past, Javascript has been one of the most popular script choices, as it allowed for unusually complex web applications and was generally widely accepted. However, as the complexity of mobile advertising becomes a factor and companies look for new ways to build interactive websites with serious media content, HTML5 is becoming a more popular choice.

There are several major reasons for the growing popularity of HTML5 among mobile developers. For one, HTML5 allows developers the ability to offer new features and applications to their customers without going through the lengthy approval process that some mobile developers require for in-store “apps.” Apple’s iTunes App Store, for instance, has notoriously stringent standards. The app development process for the iPhone can be very frustrating and time-consuming, but by building an HTML5 webpage, a developer can introduce new features for its clients without subjecting itself to the approval of Apple or any other mobile company. Likewise, new features can be quickly added to an HTML5 page, whereas they could take weeks to add to an official mobile phone app.

Mobile developers can still introduce apps for advertising efforts or to interact with mobile customers, but by using the apps to link to HTML5 web pages, they gain more control over their product. HTML5 can be developed and changed very quickly, which makes it ideal for mobile ads and also a great tool for modern website development.

HTML5 is a very versatile and includes new media elements that can be used to quickly build complex web pages. Audio and video can be easily introduced using HTML5 and mobile operating systems will support the new tags. One of the core advantages of HTML5 over alternatives is that it will provide a rich user experience independent of operating system or browser choice. Complex web applications will stand a better chance of smooth operation thanks to HTML5′s momentum and universality.

HTML5′s complexity means a better user experience for certain types of web applications, especially applications that interact directly with the user. It’s designed as an effective tool for building productive web pages that draw on user interaction. Everything from web forms to games and customer apps that would usually require Flash or Javascript can be handled very well by HTML5, sometimes at a lower cost. The lower cost is due to the inherent qualities of HTML5; it’s easy to debug and can be rebuilt by a knowledgeable programmer or development team in a very short amount of time. In a world where mobile applications need to be regularly updated and bugs need to be instantly fixed to enhance the user experience, that may be enough to make HTML5 the new standard for complex web applications.

Companies are also thinking about the businesses behind Javascript, HTML5, and Flash. HTML5 is supported by Google and has less of a competing interest for the web browsers and mobile phone developers that will likely support the new technology. Google has a major reason to make HTML5 a new standard: it will increase their ad revenue significantly.

Fortunately, HTML5 is built to be an advanced, easy-to-implement solution for mobile developers. The browsers installed on each new smart phone will support HTML5 and those that don’t support it can be easily upgraded without complex agreements between the involved businesses. In the end, this means that mobile phone manufacturers and developers will be easily able to offer HTML5 functionality to their customers. The same isn’t necessarily true with other scripts and web elements — Flash’s incompatibility with the iPhone and Apple’s refusal to offer the functionality being the most obvious example — so there seems to be a good chance that HTML5 is a trustworthy standard for offering customers an interactive web experience.

The same is true for desktop browsers, which will likely provide more default support for HTML5 than other scripts. Desktop browsers appreciate the universal qualities of HTML5 and the fact that it’s based on previous iterations of HTML, which makes it easier to control and use. HTML5 is also being promoted as a more open standard. Whether or not this is true, it’s certainly causing a lot of companies to jump ship and use HTML5 for new web developments rather than other proprietary alternatives.

When choosing a complex web development script, a universal, versatile choice is ideal, especially for mobile advertising applications. HTML5 may be new, but it comes with a serious pedigree. It’s supported by Google, Apple and now Microsoft, arguably some of the biggest forces on the Internet. It’s also easy for developers to use and debug. In the next few years, it’s safe to say that HTML5 will continue to make a big impact in web developments, both on mobile platforms and on desktop web pages designed for superior user interaction.