Trends Assessment Presentation on HTML5's Impact on Multiscreen Interactive Marketing

1. Web Revolution: HTML5’s Impact on
Multiscreen Interactive Marketing
#HTML5 Andrew Baird 10 April 2012

2. Presentation Outline
 HTML5 Empowers Consumers & Marketers Alike
 Interactive Ads on NYTimes.com:
o Coca-Cola Arctic Home Campaign
o USA Network’s “White Collar”
 Potential for Music Labels and Software Developers
 Mobile Targeting Increases Content Relevance
 Talented Designers Provide Competitive Advantage
#HTML5 1

3. 2012: The Year of Multiscreen Marketing
 Consumers are “always on”
 Need for personalized and relevant interactions
#HTML5 2

4. A Brief History of HTML
 HTML = Hypertext Markup language = core code
used to build web pages
 Created by physicist Sir Tim Berners-Lee in 1990
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5. HTML5: Gaining Momentum
 Open and standard way to deliver rich media
 W3C has set 2014 for final approval
 Promoted by Steve Jobs as solution to Flash for iOS
devices
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6. HTML5 Developers Unite!
 September 2011: 34 of top 100
most trafficked websites
incorporate HTML5
 Faceweb: continuous mobile
News feed updates
 AT&T HTML5 Android App Store
#HTML5 5

7. Coca-Cola’s Arctic Home Campaign
 Partnered with The New York Times to deliver consistent animated ad experience
on NYTimes.com, Times’ iPhone app, and iPad Safari browser
 First advertiser to run a single HTML5 interactive ad campaign across three major
digital platforms
Opportunities to Improve:
 Step-by-step moving images of user sending a text, donation reaching Coca-Cola,
and concluding with World Wildlife Fund taking action to protect polar bears
 Enable users to visualize progression of donation to safety of polar bears
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8. Arctic Home Ad on NYTimes.com
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9. USA Network’s “White Collar”
 Worked with Glow Interactive to create rich media, over-the-page browser ad for
premiere of “White Collar” on January 18, 2011
 Employs FBI-themed game that integrates content from show and is playable
within NYTimes.com ad banner
 2011 MediaMind Smart Ad award for the Americas & multiple other awards
Opportunities to Improve:
 Deploy ad across digital platforms to open up to potential new viewer segment
#HTML5 8

10. Potential Industry Applications
Record Labels: Software Developers:
 Integrate audio/video from  Allow users to test out new
artists into ad spaces integration features of software
 Capture personal information  Enable pieces of functionality to
from cookies to display most be used with web page content
relevant music/footage
 Integrated Pandora Radio  Leverage investment in mobile
potential operating system
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11. HTML5’s Future: Mobile Targeting Improves Relevance
 HTML5 helps sites/apps target increasingly
mobile audiences
 Ability to extract personal information using
social app logins will help marketers present
more relevant content
Alex Robinson
 Few limits to potential in industries and Web Designer
consumer segments; 18-35 age group may be
among first targets for advertisers
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12. HTML5’s Future: Design Expertise is Crucial for Success
 Whether a brand, ad space provider, or
interactive marketing firm, intricate design
expertise is source for competitive advantage
 Potential digital web designer “arms race”
where brands compete over talent with HTML5 Alex Robinson
experience and its impact on multiscreen Web Designer
marketing
“They’ll need UI and user experience designers/researchers as well as strong
mobile/web developers. HTML5 is the latest and greatest, so to stay one step
ahead of the competition, you need some serious talent.”
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13. Summary
 HTML5 already being used by 34 of top 100 websites with
increased investments by major tech players
 Interactive multiscreen marketing facilitated by ability to
develop consistent interactive experiences across platforms
 Coca-Cola and USA Network ads on NYTimes.com provide
glimpse into HTML5 potential in the future
 Mobile targeting will become a major opportunity for
interactive marketing professionals leveraging HTML5
 Talented HTML5 web designers are in demand and could
provide competitive advantage for multiscreen marketing
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14. Q&A
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