Making it easier to run mobile-friendly HTML5 ads with DoubleClick

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For the past week, we’ve shared best practices and new resources to help you learn how to build HTML5 ads. To cap off #HTML5Week, we're making it even easier for our DoubleClick Campaign Manager clients to run mobile-friendly HTML5 ads by offering unlimited file sizes...for free. 

HTML5 ad files are much larger than Flash ads, meaning they need a larger file size (k size) allowance and should utilize a polite load function to be publisher friendly. 

We launched Enhanced Formats in DoubleClick Campaign Manager early last year, as an option for media agencies to upload larger creative files to DoubleClick Campaign Manager directly. Now that all ads need to be built in HTML5 to show up properly across screens and browsers, we’ve decided to offer the unlimited file sizes free of charge. Starting August 3rd, we will be automatically upgrading all DoubleClick Campaign Manager accounts to support Enhanced Formats. [No action necessary by clients.]

In addition to unlimited file size, Enhanced Formats offers automatic polite load functionality (which allows main web page content to load before the ad unit finishes loading,) a way to easily add basic engagement metrics to standard banner ads, and the ability to track metrics such as multiple exits, interactions, backup image views, HTML5 views, and display time. You can learn more about Enhanced Formats in the help center.

During the month of August, we’ll also be making some other changes to the way we handle campaigns that contain Flash ads:
  • In DoubleClick Campaign Manager, our systems will automatically show the HTML5 version of an ad, where available. (Before, the HTML5 version would only show in environments where Flash wasn't supported). 
  • DoubleClick Bid Manager will stop supporting bids for Flash ads in Chrome (which pauses Flash ads automatically). This means advertisers won't end up paying for ads that will be paused by default.

While making the switch to HTML5 may seem daunting, we hope that these product updates, combined with the resources and training provided this week, will help you tackle the challenge. Here is a recap of the resources that are now available:
  • HTML5 Overview Hangout and step-by-step tutorial
  • Google Web Designer Landing Page with components and templates 
  • HTML5 Toolkit -- everything you need in one place 
  • Upcoming HTML5 Immersion Days: (All Immersion Days are hosted at Google’s offices. Please contact your DoubleClick Rep if you’d like to join.) 
    • In NYC: Monday, Jul. 27 (10am-1pm) and Thursday, Jul. 30 (10am-1pm) 
    • In LA: Monday, Jul. 27 (1:30-3:30pm) and Monday, Aug. 10 (2-4pm) 
    • In SF: Tuesday, Jul. 28 (1-3:30pm) 
    • In Chicago: Wednesday, Aug. 12 (1-3pm) 

Posted by Becky Chappell, Product Marketing Manager, DoubleClick and Google Web Designer


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