Filter - February 2014
The Future of Display Banners (Part 1)
The following is something that happens to me about once a quarter: One of my colleagues storms into my office and says, “Why are we still building Flash banners for our clients?! I just read an article about HTML5 that said Flash is dead! And what about mobile banners? And responsive?! AAARRRGGGHHH!”
Let me also say that I hate Flash with a red-hot fury that can only be understood by someone who has had to search for the right version of Helvetica before publishing a banner change at 10PM on a Friday.
So why are we still building Flash banners? The simple answer is that the banner spec sheet that lands on my desk at the start of a display ad project usually says something like this:
- Flash player 10.2
And that is what I have to build. I might want to build the banners in HTML5, or for that matter Papier-mâché, but I cannot unless the spec says so.
So, clearly, the problem lies with whoever is writing the banner spec. In our case, that's basically DoubleClick. Until recently, DFA (DoubleClick For Advertisers) only accepted Flash (or Gif) for basic IAB-size in-page ads. HTML5 is supported only using DoubleClick Studio, which is DoubleClick's Rich Media solution. However, rich media banners are more expensive to build and run, and many publishers do not accept them.
But the landscape for HTML5 banners is finally changing. DoubleClick has just launched the new version of DFA, now called DoubleClick Campaign Manager (DCM). DCM should allow HTML5 for regular IAB display ads. And I will expound upon that in Part 2 of this article.
-Steve Longbons, Partner, Technology
Healthcare Highlights from the 2014 Consumer Electronics Show (Part 1)
On January 1, 2014, the entire healthcare industry as we know it changed. Why? This is the day that the Affordable Care Act (ACA) went into effect. You may be asking yourself, “What does this have to do with the Consumer Electronics Show (CES)?” Let me explain.
Technology is playing a key role in transforming the way consumers, physicians, and providers all interact with each other. And, more importantly, consumers like you and me will be given the tools (via technology) to take control of our own health in countless ways.
In my first installment of how technology is transforming our personal healthcare, I'll answer one naturally reoccurring question for all of the digital tech in this category: “How do we take sick people and make them well, or empower them?”
The answer in short is this: from wearables and mobile health applications, to numerous devices that go beyond monitoring to predictive detection and diagnosis of a variety of symptoms or illnesses, there is an increasing presence of life-changing and life-saving digital health that is infiltrating our lives.
Some notable favorites from the show are: Muse, OnTime Care, and a seminar entitled “How digital tech saved my life.”
Muse is a brain-sensing headband that asks “What is my brain feeling today?” and then guides you on what you should or shouldn't do that day. OnTime Care helps eliminate waiting times for doctor appointments. But the showstopper for me was the event “How digital tech saved my life,” and specifically a product from Ekso Bionics.
Ekso Bionics developed a complex robotic system that fit a man like a second skeleton, enabling him to walk across the stage, a feat he had never done before due to an injury.
In the next installment, I will take you through short-term vs long-term products to empower and improve health. Stay tuned.
-Amanda Powers, Senior Partner, GTO West
Where We've Been
February 13-14, 2014
San Francisco, CA
Where We're Going
Elizabeth Apelles, CEO, will be speaking at the United Nations' 58th Congress on the Status of Women (CSW) in a session titled “Connecting Technology to Healthcare”
March 10, 2014
New York, NY