Posts from June 2017

Rethinking HTML5: Updates on Digital Predictions for 2017

Rethinking HTML5: Updates on Digital Predictions for 2017

In my hot take from last time, I prophesied that HTML5 use would decline:

“HTML5 animated ads don’t necessarily have a better CTR (click-through rate) than static ones. They also take longer to produce, so their ROI needs to rise accordingly.”

We’ve been watching our HTML5 performance closely, and while the sample size is limited the data is pretty clear. Here are stats from a sample campaign – I won’t name the client, but let’s just say they’re a national QSR brand specializing in sandwich artistry.

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