Archives for posts with tag: publishing

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What is HTML5?

HTML5 is a specification for how the web’s core language, HTML, should be formatted and utilized to deliver text, images, multimedia, web apps, search forms, and anything else you see in your browser.

In short, it’s a major transformation how the web is put together and enables completely new models of web experience.

HTML5 allows you to treat a web page as a blank canvas. Think about it that way: Currently, most creatives and publishers are working in a “Painting by numbers” world: options are very limited to insert creativity. Some colors here, maybe skip a number here and there, that’s about it. HTML5 will give creatives and publishers unlimited freedom. They can throw their painting by numbers book away and enter a studio the size of a hangar filled with tools to add creativity to a blank canvas. They can embed video, audio and any interactivity directly into web pages, allowing for new forms of communication and, yes, advertising.

HTML5 will (finally) transform display advertising.

Those 300×250 and all the other IAB sizes will go away over time. Why? They limited us to painting-by-numbers-creativity as well. HTML5 will allow you to put a whole storefront in an ad.

Reading about the newest Pearl Jam album on a review site? You can buy it right from the review site without ever leaving. Ultimately, any site will transform into an app, greatly enhancing the web experience, especially the mobile experience. Releasing publishers from the stranglehold of app stores and giving them an opportunity to release a new wave of creativity and innovation.

This demo by Sports Illustrated is an illustration what you can do with HTML5 when you utilize 10% of its power.

The future is almost here. We see evolving experiments with HTML5 but the real innovation is about to begin. Transforming advertising and publishing.

Again.

Ask any husband and he will admit: We’re lousy at noticing stuff. Especially pathetic when it comes to little details: shoes, jewelry, nuances in hair style. This is not limited to men/husbands; it’s a common human flaw.

Watch the video.

Around 50% of all participants fail to notice that when a person stops to ask them for direction and temporarily disappears behind a passing distraction, they reappear as someone else entirely.

We have limited capacity for attention

And it  gets worse when a moving object distracts the eye. When we focus on one thing, we become completely oblivious of all but that one specific thing.

No wonder banner ads perform terrible. Humans just don’t have the capacity to process that much visual information. We’re focused on getting a task done, not process additional information. And, what we’re processing is not valuable to brands. Millions are visiting the Yahoo! homepage each and every day. Multiple times. Even if you have the best animation and visual cues, a small share will even remember the kind of ad that was running. A tiny fraction will remember the vertical. And only 5 will remember the product name. 3 work for the agency, 2 for the brand.

Seriously, we’re just not designed to process this information in a meaningful way.

You will fail as a digital advertiser and succeed as a digital publisher

Think content. Think value. Think utility. Think being helpful. Think being a support system. And forget about chasing them. Instead, attract them with enticing content and interesting stories. Re-learn the art of storytelling and explore the science of journalism. Become a “real” voice with a POV, expressed through bold content.

You have no choice. Many will flock to great content. Nobody pays attention to your great online ad.