Illuminas research helps DoubleClick shed light on HTML5 opportunity
New Illuminas research helps DoubleClick by Google shed light on the HTML5 opportunity for advertisers
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In the last few years, the U.S. consumer marketplace has seen significant growth in tablet and smartphone adoption, which we recently documented in a study with the CEA, and businesses have been struggling to take advantage of these new advertising mediums.
Advertising in a world of multiple screens presents many new opportunities to reach a highly targeted market, but the benefits don’t come without some challenges. In partnership with DoubleClick by Google, we were commissioned to perform research that aimed to understand the obstacles currently facing agencies when buying on and developing for mobile platforms. In addition, it was imperative to capture the trend towards HTML5 as the new standard for web content and digital advertising.
The Method
To collect the data we performed both qualitative in-depth interviews and a quantitative online survey in the advertising marketplace distributed across three audiences: production, creative and media individuals.
The Insight
Through our research we found four main obstacles for advertising professionals: 1. Desktop’s continued prevalence leads to complacency More than half of digital ad campaigns are designed specifically for desktop PCs. 2. Too many options to choose from Industry standards do not exist and the digital ad industry is fragmented, making the decision to stick with legacy platforms a strong factor. 3. Insufficient client demand Clients aren’t expressing enough interest in mobile advertising and ad networks aren’t providing enough validation metrics. 4. Outsourced mobile production Agencies are not investing in the resources and knowledge to support HTML5 ad development in-house due to the prevalence of desktop ads, use of legacy platforms and lack of client demand.
The Future
An industry breakthrough begins with individuals and agencies putting forth the resources to overcome these initial barriers. Standardization across multiple devices is a necessity and will only occur once efforts are unified towards achieving this goal. In addition, tracking mobile metrics is incredibly important to demonstrate the effectiveness of mobile campaigns and boost client demand. 
For more information Google released the full white paper based on the research results, Unlocking The HTML5 Opportunity, and DoubleClick wrote a blog as the sponsor of the study.