I recently got certified in DoubleClick HTML5 Studio Core which opens up more opportunities regarding creating interactive ads. Interactive ads allow me to tag elements on the ad that have the viewer engage with an ad’s elements. Previously, in the world of display ads, the only interaction would be clicking the ad to go to a destination url as all ads provided no interaction. There were only two ad types, first was a static, or ‘flat’ designed ad. The other option was an animated ad that could be created mainly with Flash, which had its limitations in where it could be viewed on the web.
An HTML5 Core certification opens up a whole world of rich media capabilities. Rich media in a nutshell allows an ad to feature things like video, audio and other interactive elements that might encourage engagement. And knowing HTML5 basics, I can begin to pull data from different sites or plugins to run them in the ads, like movie showtimes or a calendar. I can also have a user interact with an HTML5 game in an ad.
Outside of users interacting with the ad itself, there are also ads that interact with a publishers page and ads for specific web pages like Youtube’s home page ad space. Interstitial, expanding or other banner types allow adds to expand to a larger size than the initial standard banner size or take up all banner locations on a site at once and interact with each other.
Although taking up more space as an advertiser on a publishers website should be used sparingly, making ads interactive could be more fun and engaging. It certainly opens up more possibilities than traditional advertising ever did and now since we can track the engagement of users we can at least know if something is more compelling or not. And running an interactive campaign through Studio and into a campaign manager like DCM means rich media can be used on a broader scale across the web. The capabilities of interactive digital display advertising are improving at a rapid pace and these can improve the experience of a digital advertising campaign when done right.