Sizmek launches responsive ad tool to take on Flash

Sarah Homewood
By Sarah Homewood | 23 April 2015

Open ad management company for multiscreen campaigns, Sizmek, has rolled out its ad builder for HTML5 tool.
The web-based rich media authoring tool will allow users of the Sizmek platform to create responsive ads for mobile and desktop environments.

Scott Ries, director of technical services for Sizmek Asia-Pacific, said that the launch of the ad builder tool for HTML5 is about making the transition from the older Flash desktop campaign model to delivering greater reach across mobile devices easier for advertisers.

“They [advertisers] don’t have to hire new technical resources and they don’t have to learn how to code,” Ries said.

“Instead of having to hire a stand-alone HTML5 mobile developer, you now have the option of easily dragging and dropping images, typing in your text, and you can do the entire design without ever having to write a line of code. The focus of the product is to provide agencies and advertisers with a codeless interface to build creative mobile ads easily.”

By using HTML5 advertisers will be able to produce dynamic cross-device creative, which the IAB highlighted in its latest Mobile Landscape Study as a challenge that advertiser still face.

Ries explained that with this tool advertisers can now feed in video, a brand can pull in their Twitter feeds to the ad creative, and even use dynamic data to change messaging.

“The reality is that Flash does not work on Apple products and you can’t use Flash to reach consumers on mobiles, tablets or internet-connected televisions,” he said.

“We have embedded the HTML5 Ad Builder product into our main platform and it now sits alongside our desktop and video ad creation tools. This delivers efficiency to the agency, and lowers overall costs for the advertiser. It also increases overall speed to market, enabling the brand to quickly launch new campaigns.”


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