HTML and CSS Reference
Mobile Web Advertising
I think it's safe to state that the mobile and tablet market rushed the emergence of HTML5 onto the scene. With
Apple's release of the iPhone and iPad paired with the sole reason that both of them would never support a Flash
player, made HTML5 something of a household name and the required technology that would fuel the mobile
landscape. This chapter will focus on HTML5 advertising as it relates to the constantly growing, ever changing, and
slightly fragmented mobile landscape. As I write, the mobile market is chock full of various browsers, devices, and
operating systems, let alone several versions of each browser and operating system with varying HTML5 support.
The market's actually pretty fragmented, to say the least but fear not, I'll be sure to navigate you through it all.
So far the focus has been on HTML5 features as they pertain more or less to desktops, but the features of mobile
devices allow HTML5's strengths to stand out more fully. Through use of APIs, you can leverage native device features
like touch, orientation, compass, accelerometer, and battery status, not to mention all of the new features HTML5
brought to desktop browsers that filter down into the mobile realm as well. Let's face it, we live in a mobile world now.
Because of smart devices with web access, people can use a phone for boarding passes on flights, to make payments
electronically, even, with a service like Uber, to hail a cab. So let's talk about how mobile development takes HTML5
a step further and talk specifically about device features, how they're used, what is supported currently, and what will
be available very soon. Since mobile devices and desktop browsers use HTML5 much differently, this chapter will
outline current device features that HTML5 can access, as well as focus on how to use those features to create really
amazing advertisements for our clients. If advertisers are looking to reach their audience on phones and tablets,
they'll most certainly need to rely on HTML5 going forward. The mobile market gives entry to many innovative things;
so let's dig in and find out exactly what.
The Mobile World
Let's get one thing straight: mobile is here and, trust me, it's here to stay! More and more people are equipped with
smart phones and tablets with network connections. The hardware is cheaper than ever to make, and with Apple,
Samsung, LG, and other OEMs (original equipment manufacturers) creating very sophisticated and connected
devices with a relatively small price tag, the barrier of entry has been lowered for everyday consumers, which makes
it a highly profitable channel for advertising. These devices are sophisticated in many ways, but one to focus on is
modern browsers' support for HTML5. Because it's easier than ever to socialize, work, e-mail, or just play a game
on the go and with so many eyeballs shifting from the traditional desktop and television to the smaller screen,
advertisers, having taken notice of the trend and are hungry to be in this emerging market. Many analysts predict that
the mobile market will pass the standard desktop market in the next two or three years. Look, for instance, at Figure 8-1
from Morgan Stanley Research.