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HTML5 Advertising

Book Description

Web advertising is changing. What was once a predominantly Flash-based medium is making the switch to HTML5, with the benefit of a plug-in free environment giving a larger audience for ads, and better integration with the page they are featured on. We live in a time where marketers, designers, and developers are confused as to what they can and can't do on different devices, browsers, and operating systems. What better way to finally make sense of it all, than by stepping through the entire campaign process on your own terms?

HTML5 Advertising will educate you on the whole digital advertising process from start to finish, and help you take advantage of new HTML5 features such as canvas, CSS3 animations, DOM events, audio and video, and offline storage. You'll also learn how to get around discrepancies in browser support with JavaScript and polyfills. You will be provided with tips and tricks to better optimize content across screens and make the most successful campaign with the lightest footprint possible, which is especially important when deploying to mobile devices. This book:

  • Takes you through the advertising campaign process with HTML5 from design to delivery

  • Provides in-depth knowledge into the digital advertising landscape and the HTML5 specification

  • Communicates tips and tricks coming from Flash and ActionScript to HTML5, CSS3 and JavaScript.

HTML5 Advertising equips you with the knowledge to attack cutting-edge, rich media projects with confidence and scale, while also learning the essentials to communicate to internal and external clients. HTML5 is here whether you like it or not, so why not jump in early and head down the path of building the future.

What you'll learn

  • How to work with web standards within the digital advertising desktop and mobile landscape

  • Understand new HTML5 features like SVG, web fonts, device orientation, offline storage and tracking, geolocation, canvas, drag-n-drop, webGL and video

  • Create, encode and deliver device and browser agnostic video for HTML5

  • Create interactive and dynamic advertisements for HTML5 compliant browsers

  • Deploy to mobile devices, both in application and mobile web environments

  • Optimize your creatives and provide graceful failovers when needed with debugging tips

  • Understand the entire digital advertising campaign process from end to end

Who this book is for

HTML5 Advertising is for the designer/developer transitioning from Flash & Actionscript to web standards (HTML5, CSS3 and JavaScript). It's ideal for someone who is ready to move beyond his/her current skillset and get a jumpstart on developing with the emerging standard. It's for designers and developers tired of not reaching the full audience on Apple iOS platforms and browsers where Flash can't run. While the industry is swiftly progressing towards the new standard, Digital Advertising with HTML5 is an excellent choice for developers and designers who enjoy learning useful tips and shortcuts that they can apply in their professional life. It's an exceptional choice for the creative or technology director craving to improve the skillsets of an entire team or department.

Table of Contents

  1. Title
  2. Dedication
  3. Contents at a Glance
  4. Contents
  5. Foreword
  6. About the Author
  7. About the Technical Reviewer
  8. Acknowledgments
  9. Introduction
  10. Chapter 1: The Campaign Process
    1. Digital Strategy
    2. Media Buying
    3. Publisher Inventory
    4. Publisher Specs
    5. Creative
    6. Ad Serving
    7. Analytics and Reporting
    8. Payment
    9. Targeting Audiences—a Smarter Future
    10. Terminology Review
    11. Summary
  11. Chapter 2: Evolution of Advertising Technology
    1. Early Web and HTML
    2. Flash
    3. HTML5
    4. Evolving Advertising on Mobile
    5. HTML5 Business
    6. What’s Next?
    7. Terminology Review
    8. Summary
  12. Chapter 3: Advertising with Web Standards
    1. HTML5 Advertising
    2. Advertising with CSS3
    3. Advertising with JavaScript
    4. JavaScript Libraries
    5. Polyfills
    6. Browser Extensions
    7. Debugging
    8. Advertising Best Practices
    9. Define Your Reach
    10. Summary
  13. Chapter 4: Using Canvas, SVG, and Web Fonts
    1. Canvas
    2. SVG
    3. Web Fonts
    4. Summary
  14. Chapter 5: Animations and Presentations
    1. Browser Support
    2. CSS3 Presentations and Style
    3. CSS3 in Advertising
    4. Sprite Sheets
    5. Summary
  15. Chapter 6: HTML5 APIs
    1. Drag-and-Drop
    2. File
    3. Page Visibility
    4. Page Visibility in Advertising
    5. History
    6. Web Workers
    7. CORS
    8. Microdata
    9. Summary
  16. Chapter 7: HTML5 Media
    1. HTML5 Video
    2. Content Creation
    3. Encoding and Transcoding
    4. Tools
    5. Video Codecs
    6. GOP and Keyframes
    7. The Rule of 16
    8. Wrappers
    9. Alpha Support
    10. Video Delivery
    11. Cloud Services
    12. HTML5 Video Developments
    13. Fullscreen API
    14. Subtitles and Captions
    15. Video Measurement
    16. Video Players
    17. Mobile Video
    18. HTML5 Audio
    19. Terminology Review
    20. Summary
  17. Chapter 8: Mobile Web Advertising
    1. The Mobile World
    2. Mobile Devices, Browsers, and OSs
    3. Mobile Advertising
    4. Mobile Video Advertising
    5. Native Device Features
    6. MMA and the IAB
    7. Device Testing
    8. Summary
  18. Chapter 9: In-Application Advertising
    1. Mobile Applications
    2. In-Application Advertising
    3. SDKs
    4. ORMMA and MRAID
    5. Summary
  19. Chapter 10: Offline Storage, Tracking, Debugging, and Optimization
    1. Offline Support
    2. Network Connection API
    3. Application Cache
    4. App Cache Example
    5. Tracking
    6. Storing and Firing Offline Tracking
    7. IndexDB
    8. Web Inspector
    9. Development Tools
    10. Mobile Development Tools
    11. Optimization
    12. Mobile Tips and Tricks
    13. Summary
  20. Chapter 11: Dynamic Advertising with HTML5
    1. Delivery Rules
    2. Publisher-Passed Data
    3. Macros and Variables
    4. Working with XML and JSON
    5. Content Formatting
    6. HTML5 Data Attribute
    7. Content Editable
    8. HTML5 Forms and Inputs
    9. Geolocation
    10. Social
    11. Synced Units
    12. Communication API
    13. Advanced Dynamics
    14. Dynamic Video
    15. Summary
  21. Chapter 12: Bleeding-Edge HTML5
    1. Emerging Browsers
    2. New CSS Features
    3. CSS Summary
    4. Emerging APIs
    5. Emerging Mobile APIs
    6. Browser Support
    7. Get Involved
    8. Summary
  22. Chapter 13: HTML5 Advertising Going Forward
    1. HTML5 Advertising Circa 2012
    2. HTML5 Platforms
    3. Cross-Screen Initiatives
    4. Do Not Track (DNT)
    5. Summary
  23. Index