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Posted by on 九月 18, 2015 in 影音行銷, 網路行銷, 網頁設計, 關鍵字廣告 | 5 comments

廣告主,全面迎接 HTML5 吧!

廣告主,全面迎接 HTML5 吧!

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圖:由左至右,網路基因資訊技術總監 顏圳男、橘子磨坊業務營運總監 施婉妮、Isobar 安索帕互動技術指導 黃振斌、YAHOO – Director, Ad technology and ad solutions, apac 李凱樂、臺北市數位行銷經營協會常務理事 / 網路基因總經理 施俊宇、臺北市數位行銷經營協會數位媒體組召集人 / Pixnet 營運長 周守珍、米蘭營銷策劃科技長 曾盈學、不來梅總經理 張文健 、不來梅業務副總監 宣伯彥

臺北市數位行銷經營協會 (DMA) 日前舉行 HTML5「網路動態標準世代交替」座談會,針對近日包括 Chrome Safari Firefox 等瀏覽器停用 Flash 元件,會為數位廣告帶來什麼樣的影響,進行面對面探討。

本次座談會由臺北市數位行銷經營 (DMA協會常務理事,同時也是網路基因總經理施俊宇擔任召集人,到場的與談人包括 DMA 協會數位媒體組召集人,暨 Pixnet 營運長周守珍、YAHOO 奇摩亞太區 ad technology and ad solution 總監李凱樂、網路基因技術總監顏圳男、橘子磨坊業務營運總監施婉妮、Isobar 安索帕互動技術指導黃振斌、米蘭營銷策劃科技長曾盈學、不來梅總經理張文健及不來梅副業務總監宣伯彥。

施俊宇表示, DMA 這次的座談會,主要是想以協會的力量,幫助產業界包括廣告代理商、客戶端更加了解當 Flash 廣告元件被停用,大家必須擁抱 HTML5 的廣告新型式時,會受到什麼樣的影響和衝擊。

先來看一下 Flash 與 HTML5 的比較:

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Yahoo 奇摩亞太地區 Ad technology and ad solutions 總監李凱樂則表示,這一波瀏覽器停用 Flash 的改變,最直接影響到是未來有愈來愈多民眾,像是行動端的用戶、或者是使用 Safari、Chrome 瀏覽器等沒辦法看到 Flash 格式的廣告。而這也是他們迫切希望,所有客戶和代理商、製作公司都能盡快擁抱 HTML5 的原因。他強調,這不單純僅是技術層面的問題,它其實深深影響著廣告本身的創意和策略。因為過往許多 Flash 可以使用的效果,在 HTML5 都不能使用。當然,這也就連帶影響到代理商和客戶之間的溝通,雙方在合作過程,必須產生一定的認知和共識,才能創造傑出的數位廣告。

目前多數的台灣數位代理商,因仍處在兩種格式轉換的過度期,所以大多沿用 Flash 完成廣告作品,再透過類似 Google Swiffy 等工具,將 Flash 中屬於 SWF 格式的影音檔,轉換成 HTML5 格式。

Isobar 安索帕互動技術指導黃振斌指出,比較大的問題是,每每只要有 Flash 檔案,轉換成 HTML5 ,出來的檔案往往會有檔案過大、廣告文字糊掉、某些特效不見等問題出現,最後他們總是得花費更多的時間與力氣,進行反覆測試修正。所以,目前先以 Flash 轉換為 HTML5 的過渡期做法並非長久之計。

臺北市數位行銷經營協會數位媒體組召集人,同時也是 Pixnet 營運長周守珍也表示,運用轉換工具畢竟只是過度時期,她相信,無論客戶多麽保守,當消費者的使用趨勢轉變,客戶最後終仍舊得回到市場端,跟著消費者轉變。

最後,對於迎接 HTML5 廣告格式,不來梅總經理張文健期許,當廣告無法再依賴 Flash 做出華麗、精彩的互動時,廣告應該回歸以訊息為主、互動為輔的階段,尤其我們身處行動時代,智慧型手機或手錶介面較小,大家反過來會在意的是,廣告到底想傳遞什麼訊息。

本文轉載自 台北市數位行銷經營協會 (DMA)

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