Mobile Rich Media

Mobile Rich Media

Capturing the moments that matter

People are engaging with content and making purchase decisions in different ways than they were even just a few years ago. Today, consumer behavior is characterized by "micro-moments," small moments throughout the day when people realize they need or want something and immediately gratify that need via the device that is most handy at the time.

A moment might be purchasing more coffee on your tablet when you realize you've run out in the morning. A moment could also be watching a funny YouTube video, reading an article, or chatting with a friend on your smartphone during your commute. Advertisers need to realign their campaigns to capture these varied moments, and make sure that their ads are visible and engaging to people across devices and environments.

What is HTML5?

HTML5 is a universal language for building beautiful, engaging content that can run across desktop, smartphones, and tablets. HTML5 is especially useful with rich media creatives because rendering is done by the browser, so you don't have to rely on third-party plug-ins (such as Flash). HTML5 is a standard for structuring and delivering web content and is constructed as a combination of HTML, JavaScript and CSS assets.

HTML5 authoring tools:

DoubleClick Studio Layouts

Google Web Designer:

Google's powerful and intuitive HTML5 authoring tool, which is completely free to download and use. Learn more and download it here.

DoubleClick Studio Layouts

DoubleClick Studio Layouts:

For DoubleClick Studio users, you can use HTML5 layouts within the tool to turn your assets into HTML5 ad units in minutes.


Adwords Ready Ad Gallery templates:

Similar to Studio Layouts, Adwords provides a Ready Ad Gallery of templates that can be used to turn assets into HTML5 ads in minutes for AdWords campaigns.


Coding Your Own?

Include our HTML5 Studio Enabler in your code, leverage our powerful HTML5 components for rich creative.

Four mobile best practices:

  1. Build ads in HTML5 to ensure they show up on every device, and provide an engaging and interactive user experience.
  2. Design ads with device in mind:
    • Use appropriate interaction modes for your ads (touch, tilt, shake for mobile devices vs. mouse click for desktop.)
    • Incorporate location-based information for mobile devices based on GPS data.
    • Take advantage of call or texting functionality on phones as a way to drive engagement from your ads.
  3. Design for both mobile web and mobile applications: Successful ad formats take different shapes for mobile web placements vs. in-app placements. Make sure to build the right format for each environment.
  4. Keep broadband speeds in mind when using mobile video: Broadband and wifi speeds differ drastically based on the location and device that a person is using. Make sure that your mobile video ads have multiple video file sizes, and serve smaller files sizes to slower connections, so that the videos don't have to buffer.

Ads for apps

Almost 90% of the time people spend on their smartphones and tablets is spent within mobile apps.* So it's critical to make sure that your advertising reaches these placements in an engaging and interactive way.

Two things to keep in mind:

  1. Make sure your creative agencies build ads in formats that are compatible with mobile applications. There are customizable in-app formats available on the gallery to help you get started with these builds.
  2. Make sure that your ads will actually render properly across publishers' apps. DoubleClick in-app ads function properly across publishers.

Are you a publisher, and want to confirm that DoubleClick in-app formats will render properly on your app? Get certified today

*source: Flurry Five-year Report, April 2014

Case studies


Talk Talk

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Bask Digital

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Mobile Examples

Mobile Formats