Replacing Flash ads with HTML5 comes at a cost, however, and that’s a key reason the transition from Flash to HTML5 has taken so long. Specifically, Flash ads are compatible with VPAID 1.0, an IAB (Interactive Advertising Bureau) spec that enables both interactivity and enhanced tracking of viewing details like where the ad was placed within the page and other viewability metrics that help advertisers measure the performance of their campaigns. HTML5 ads are not compatible with VPAID 1.0, so they can’t capture this information.
An updated spec, VPAID 2.0, is in the works, but not yet widely implemented by advertising networks or HTML5 players, although many service providers are moving in that direction. For example, JW Player has committed to incorporating VPAID 2.0 compatibility into its namesake player by the end of the third quarter of 2015. The new spec has the added advantage of working with mobile devices, which is one of the most important benefits of switching over to HTML5-based ads: one creative that runs on all platforms. However, another key factor slowing HTML5’s uptake with instream ads is that key components such as digital rights management (DRM) are not yet in place. That’s the primary reason most major networks still use Flash. According to Sorosh Tavakoli, senior vice president of Adtech for Ooyala, “We’ll steer clients that don’t monetize their videos or need DRM towards our HTML5 player, but recommend Flash for clients who need either feature. At least for instream advertisements, HTML5 is the future, but is at least 6 to 12 months away.”
The need for Web savvy designers and developers to build and integrate HTML5 ads leads to increased overhead and expense for advertisers.
HTML5 ads are “heavier” than Flash-based ads, meaning the file size is larger. This produces issues of loading and performance, especially on data-conscious smartphones.
HTML5 ads may not have the current depth of capabilities that Flash-based ads have had for years."
http://arc.applause.com/2015/08/31/html5-begins-to-replace-adobe-flash-ads/
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"For instance, a common problem in HTML5 ad production has been serving the same ad across channels. Sizmek and tech vendors are judged on ROI, and if an ad doesn’t animate for mobile properly or doesn’t frame correctly when adjusting dimensions, then that’s a major concern."
Some of these technical difficulties don't appear to be specific to xTV - others are struggling to make their html5 work properly as well.
UST not getting their board member on has been bothering me lately. UST has the staff that should have the expertise to fix or at least improve these glitches and teething issues. The fact these problems are still persisting says to me that they are either not working on it at all - or they are and are incapable of fixing it. If the latter, then in their defence, it seems as though other IT&T services providers are also struggling.
This VPAID 1.0 vs 2.0 thing also not positive. Doesn't that mean that ultimately xTV has limited ability to extract any meaningful analytics/metrics from their viewing audiences until everyone switches to v2.0?
(20min delay)