Google announced a few months back that its display ads are going fully HTML5, and from 30 June you won’t be able to upload ads built in Flash.
As such, typeface tech company Mototype has launched new digital ad licences for brand sand advertisers to make it easier to use web fonts on HTML5 ads.
Content sources like personalisation are largely dependent on HTML5 to serve up contextual ads in real time. According to Mototype, it’s important that text in these ads renders correctly and quickly, and web fonts are a big part of this.
The company has extended its enterprise licence, which allows brands to use fonts across all platforms, to include the use of web fonts in HTML5 digital advertising.
Brett Zucker, senior vice president of product management and marketing at Monotype, says: « Using text-as-image within these creative ad units will fall short when brands want to create truly dynamic, responsive campaigns that need to be adapted and pushed in real time. »
According to the Interactive Advertising Bureau, a 2015 study found that rich media ads had 29.5% higher brand lift than their static ad counterparts, as well as having four times higher ad recall, three times increased interaction rate and five times longer interaction gaze than static ads.
What do you think of Google’s impending changes?
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