Daniel Eran DilgerAccording to a report by Gigaom, the new move would enable publishers to inject ads into their video content, and play normally on iPhone, iPod touch and iPad devices.
Some multimedia providers have hesitated to migrate their video content to the emerging HTML5 standard, complaining that the specification does not provide the kind of sophisticated embedded advertising that Adobe designed Flash to deliver as pre-roll, post-roll or in mid-roll commercial breaks during video playback.
It's important for many ad-supported content providers to be able to allow their advertisers to inject dynamic ads specifically targeted to a demographic, region, or time period. With plain video delivered via HTML5, providers can't easily serve up dynamic ads.
However, Apple can add support for dynamic ad placement to its iOS devices because it owns the QuickTime media playback software used to play back both local and online video content, including the standards-based H.264 videos that are now much easier to deliver on the web thanks to improved support for video embedding in HTML5.
By integrating support for dynamic ads into video, Apple's expanded iAd program would enable newspapers, magazines, and TV broadcasters to add video content to their websites and native iOS apps using standard H.264/HTML5 while still being able to monetize that content as they now do with Flash or similar proprietary video distribution technologies.
Until now, Apple has focused on enabling TV and movie studios to sell their content in iTunes, recently adding an option to let users "rent" video playback within a limited, expiring time window. With integrated ad support, iAd should enable the company to expand its offerings to pick up a broader array of multimedia providers who rely upon integrated ads to monetize their content.
Charles Martin
Wesley Hilliard
Oliver Haslam
Marko Zivkovic
Amber Neely
34 Comments
Apple have to come up with an application for designers and creators that does all the above without having to be a real programmer. The HTML5 equivalent of Director if you will. Apple cannot leave this to Adobe obviously and I don't see who else there is these days.
It seems obvious that they would want to expand on their options to make revenue from ads, otherwise it would have been easier and cheaper to make App Store ads with Xcode. Next stop is the world wide web.
Apple have to come up with an application for designers and creators that does all the above without having to be a real programmer. The HTML5 equivalent of Director if you will. Apple cannot leave this to Adobe obviously and I don't see who else there is these days.
Hopefully we?ll see an addition to iLife and pro app from Apple for making HTML5/CSS3/JS content.
Oh, great. Now we can see dancing monkeys, flashing stars, and blinking letters on our iPhones. I just can't wait.
Apple have to come up with an application for designers and creators that does all the above without having to be a real programmer. The HTML5 equivalent of Director if you will. Apple cannot leave this to Adobe obviously and I don't see who else there is these days.
The ad developers will be for large companies and have tremendous resources. They will probably implement it in a javascript library similar to what they are doing now with iAd JS. This means you need to program it in Java or something very "c-ish".
The ad developers will be for large companies and have tremendous resources. They will probably implement it in a javascript library similar to what they are doing now with iAd JS. This means you need to program it in Java or something very "c-ish".
True but if the professional designers and ad agencies had a Director like product believe me they would jump on it just as they did with Pagemaker, FreeHand etc. and every other development / design tool there ever was aimed at professionals. iAd can't be the only potential use for this escape from Flash.
BTW I selected those examples on purpose as they came into being along with the last major paradigm shift.