At the end of September, we announced the launch of Google Web Designer, Google’s new HTML5 authoring tool, and last week we propelled the conversation forward around Mobile and HTML5 in the industry with our iMedia article and our Digital Dialogue. Today, we want to give you the DoubleClick Rich Media perspective on building beautiful cross-screen creative and tell you about the investments we’re making to ensure you have what you need to create effective advertising across screens.

Our customers have made it clear that building for the cross-screen world continues to be a challenge. But in spite of these difficulties, we believe that adopting HTML5 is critical to success in today’s cross device world. To help creative agencies make this transition, we are focusing our efforts on the following areas of improvement within DoubleClick: 
  1. Make it easier to build innovative mobile rich media formats
  2. Center the DoubleClick workflow on HTML5
  3. Make sure creatives built in DoubleClick can run everywhere

Make it easier to build innovative mobile rich media formats:

We have built a first-class integration between Studio and our recently launched HTML5 authoring tool, Google Web Designer (GWD). DoubleClick Rich Media creatives built in GWD will automatically include the Studio enabler and other metrics and can be uploaded seamlessly into Studio. We plan to enhance this integration with features that will ease the workflow between applications, such as an automated push of creatives from one tool to the other.

Further, to ensure we let our developers use the tools they prefer, we have released a number of templates that can be installed into Adobe Edge Animate. A developer can use these templates as a starting point for building a variety of mobile formats. The templates will automatically include the Studio enabler and automatically “polite-load” the creative, which is important due to the larger file sizes generally seen with HTML5.

Finally, we plan to release many more HTML5 Layouts as part of our Studio Layouts Gallery to add to the growing repertoire of available HTML5 formats available in our platform. 

Center the DoubleClick workflow on HTML5:

We’re making it easy to quickly add mobile features to your creatives to make them mobile-ready. We’ve built an HTML5 video player module that will work across browsers and operating systems. This will relieve developers from having to write many lines of code to deal with cross platform support. In November, we are also adding support for the new Expand-to-Full-Screen format for mobile web, which allows an in-page unit to expand to full screen regardless of the screen size. 

We’re also making it easier to upload your HTML5 creative into Studio. With our relative paths support, you’ll be able to upload HTML5 creative with nested folders and maintain that folder structure in Studio. You can also upload custom fonts with your creatives (the actual fonts, not the static images), improving workflow, file size and quality of the creatives.

With our Mobile Showcase App, you can push your creative preview to a mobile device. This means you can test and preview in-app and mobile web creative on the actual device where it will appear to an end-user, before you actually publish the creative. 

Make sure creatives built with DoubleClick can run everywhere:

In the desktop world, a lot of work has been done to ensure ads can run everywhere. Similar efforts are now being focused on mobile web and in-app environments. We are working to ensure our ads run on all major in-app networks, so you can be sure your creatives function properly across all desired inventory. In the coming months, we will build out support for MRAID v2, and you will see us push the boundaries on standards for serving in-app creatives.

We encourage all agencies, developers and designers to spend some time experimenting with all our new products and features. Making mobile work is one of our highest priorities at DoubleClick, and the features mentioned above are only the start of a long and exciting roadmap. We look forward to hearing your feedback and to working with you to push the industry forward!

Posted by Jordan Sumerlus, Product Manager, DoubleClick Rich Media