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Learn how you could optimize video files for Rich Media Creatives to avoid problems on mobile devices. What is HandBrake? HandBrake is a free software for Mac, Windows, and Linux...
Rich Media Creative is an HTML5 creative which contains advanced features like audio or video components. It can also be used for expandable creatives and allows tracking multiple user events.
Learn how to improve HTML5 creatives loading performance and avoid common mistakes.
Google Web Designer and Adobe Animate CC – Learn how you can prepare HTML5 creatives compatible with Google Studio for Google Marketing Platform campaigns.
While preparing HTML5 creatives that contain an embedded video file, we face a few common problems, mostly on mobile devices.
Learn how to improve HTML5 creatives loading performance and avoid common mistakes.
Contents
In this article, I’d like to discuss all the problems with HTML5 creatives, which have a significant impact on the performance of the campaign and very often pure KPI performance.
The HTML5 creative size (not dimensions) is very often part where no one is checking if 400-800KB is a lot or just good enough for 300×250 creative. It is hard to say without analyzing the creative itself.
The creative size should be as small as possible with the balanced compression level of the images, and video to big file sizes hurt the campaign performance. And to high compression destroy user experience and reduce his chance of engagement.
Depends on an example, we can save 120-320KB+ of the initial data that the user browser needs to load.
For average 300×250 creative with 4-8 images, exported from Adobe Photoshop with a 92% compression level, and we process those files, for example, by TinyPNG. We can have the potential of saving 35-70% of the initial file sizes, which could be 40-180KB less data.
The most popular software to export video files is Adobe Media Encoder. By default, default preset puts the main focus on video quality, not file size or compatibility modes. And this is usually a typical file delivered to the developer responsible for the creatives.
The technical details on how to prepare the correct video file you can find in the 3 mistakes in HTML5 creatives article.
If we encode video with the right preset, we should see a reduction from 300×250 video files from 500-800KB to 180-240KB, if we assume video length is 8-12s.
As you can see, those 3 problems can cause or save many KB of data per creative. And remember that if the user browser has 200-500KB data less to load each time when the user sees the creative. It improves massively campaign performance KPI’s like CTR or viewability.
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