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2014~2016 The most powerful summary of H5, global H5 development...
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To summarize the popular H5 cases from 2014 to 2016, they can be roughly divided into three categories, and the selection criteria are one of the following conditions: 1. Over 10 million visits 2. Novel ideas 3. Unique interaction/visual experience Screen swiping type 1: interactive video This is the most popular H5 case type this year, with video as the core content. There are probably two reasons why it is so popular: compared with ordinary H5, videos carry more information and have more room for creativity. Moreover, for many advertising companies, making a video is simpler than making animations with code. In addition, compared with traditional videos, H5 has stronger interactivity and communication power. Here are some design ideas for reference: 1. The structure is generally a sequential switching of pictures and videos. In simple terms, pictures and videos are displayed in turn, but the picture used as the interactive transition must be the same as the first frame or the last frame of the video. Take "Traveling Through the Forbidden City to See You" as an example: Of course, this case is relatively simple. In fact, there are many forms of interaction. For details, you can see the two interactive video case studies "Journey of Curiosity" and "The Little Monster I Draw Escaped from the Paper" in the following interactive video case collection. One controls the video by long pressing the screen, and the other controls the video through rich sliding interactions. 2. Visual "surprise". The reading time on mobile devices is short and fragmented. The disadvantage is that it is easy to lose focus and jump out of the page. The advantage is that the user's "sharing behavior" will be stimulated and executed in a short time. This is why the number of views of H5 on mobile devices can easily exceed one million in an hour. The "sharing urge" will be rapidly intensified in a short period of time with constant visual surprises, instantly triggering sharing behavior. 3. Hot spots. Wu Yifan, BMW, and the Forbidden City, if the same format is used for other topics in these three cases, it would be difficult to spread because the opening rate is low and there is no "central word" that attracts the attention of the masses. It is like the same song, the same level, your singing and Andy Lau's singing will definitely be different. Screen swiping type 2: H5 animation Animation, the basic gameplay of H5. Compared with "interactive video", H5 animation is difficult to produce and has high technical requirements for code. This type of production is more expensive. Considering that most people probably don’t have much patience or money, here is a relatively simple and crude method: sequence frames. Taking the case of BMW’s 100th anniversary celebration as an example, the entire H5 was made using sequence frames. Simply put, a bunch of continuous pictures are played in sequence, and the effect is as follows: The case interaction is very intensive, with sliding, clicking and even gesture interaction nodes basically every few seconds. So if it is done with video, firstly, a large number of video clips are needed, and secondly, the entire case is estimated to be very large. In addition, using sequence frames to make animations is basically universal. Any animation can be made using this method, but its execution efficiency is lower than code drawing. Screen swiping type three: creative interaction In addition to animation, another core feature of H5 as an advertising format is interactivity. The above case collection lists eight typical creative interactive cases: adventure plot, escape room, news DIY, virtual venue, parallax panorama, music synthesis, WeChat simulation, and 3D display. You can try them out. Why H5? From the above cases, we can see that H5 as an advertising carrier has irreplaceable advantages: multimedia, strong interactivity, and easy sharing. Think back, before the emergence of H5, have you ever heard of a brand advertisement that could reach more than 10 million visits within two days? In fact, H5 is not a technology that came out of thin air. It took nearly eight years from project initiation to finalization. One of the missions of H5 was to replace Flash. In 2005, broadband became popular. Internet users who could only browse graphic web pages before were eager for richer media forms, among which video and web games were the two core ones. Flash almost dominated the entire Internet industry in the form of plug-ins due to its support for streaming video playback and games. Google paid a large amount of fees to Adobe every year because it acquired YouTube, which was based on Flash. Note: Adobe acquired Flash in 2005 and Google acquired YouTube in 2006. In 2007, Google, together with Apple, which also viewed Flash as a cancer, and W3C, which strongly opposed Flash's closed standards, launched HTML5. In 2008, Jobs released the brilliant iPhone. Mobile Internet has been unstoppable since then, and mobile terminals connecting online and offline have become the new entrance to the Internet. but! iOS is from Apple and Android is from Google. Therefore, the phone cannot run Flash in the first place. HTML5 was born naturally for the mobile Internet . Its unique advantages of easy sharing, cross-platform, connection to offline scenarios, and multimedia interaction quickly captured the hearts of enterprises. Until 2014, when W3C announced that HTML5 was finally completed. It is a foregone conclusion that Flash will be eliminated from the historical stage. So behind the H5 screen, it actually reflects two facts: 1. Flash is dead. 2. H5 as an advertising form has greater explosive power. The managing director of AKQA, a digital advertising agency under WPP Group, said, "Originally, 80% of the company's online advertising relied on Flash support. Now, all such ads are produced using H5." Adobe admitted that "H5 will replace Flash and become the main engine of online advertising in the future. However, the industry still needs some help to achieve this step." Not only in China, but also in major international advertising companies and Adobe, they have expressed their absolute certainty that H5 will soon dominate Internet advertising . Google (the culprit behind the elimination of Flash) also announced in September 2015 that Chrome would no longer support Flash ad playback. In addition, the global development of mobile advertising is also promoting the widespread use of H5. Here are some of the latest data: In 2016, China’s mobile advertising expenditure will reach US$24.99 billion, accounting for 62.9% of total digital advertising expenditure. (Source: 2014~2019 Mobile Internet Ad Spending in China, eMarketer) 76% of companies believe that mobile marketing is very important. Three years ago, the figure was only 24%. Among the choices of mobile advertising formats, the top three are: video patches, banner ads, and HTML5 ads. (Source: 2016 Advertiser Mobile Marketing Research Report, Admaster) 76% of advertisers believe that "facilitating social communication" is a major advantage of mobile marketing over PC marketing. In addition, facilitating in-depth interaction and connecting with offline scenarios are also unique advantages of mobile marketing. (Source: 2016 Advertiser Mobile Marketing Research Report, Admaster) What else can H5 do besides advertising? With the improvement of mobile phone performance and mobile network speed, H5's other task after defeating Flash is to defeat APP. Google launched a laptop computer called Chromebook several years ago. This computer only has one software installed - a browser . All the "applications" on the computer run in the cloud and are accessed through the browser. These "applications" are based on H5. At this point, the way you install an "app" is to simply add a web page to your favorites, rather than the tedious downloading and installation in the traditional way. In fact, WeChat official accounts already have the function of adding to the desktop, and Zhang Xiaolong has previously announced the upcoming launch of application accounts. You will find that most of WeChat’s content and services are based on H5. In this respect, WeChat and Google ’s Chromebook actually have the same goal. Here are some H5 application directions that are happening: 1. Games The most typical one is the H5 game with 3D effects. Here is a simple game example - 3D version of Tetris. You need to consider 3-dimensional transformations and combinations. It is a high-IQ game. PC games, please open http://cee2a4eeac65.ih5.cn/idea/zRFRyhs on PC 2. Offline large-screen interaction Traditional large-screen interactions require the installation of a huge software system, and the content cannot be updated in real time. H5 can perfectly solve these two problems. First, there is no need for installation, and second, the content can be updated at any time. Most importantly, the production cycle is extremely short, and the cost can be saved by more than 90% compared to traditional models. The following is a large-screen interactive example of multi-person multi-touch made with i H5 tools : Please copy the link to open the video http://dwz.cn/3UR6Lv 3. Enterprise-level applications H5's features of convenient communication and information collection make it naturally suitable for connection with corporate CRM systems. Please copy the link to open the video https://v.qq.com/iframe/preview.html?vid=b0313zg5x9x& The simplified CRM tool built with iH5 only takes 3 days 4. Video Shopping H5 realizes video interaction. When users click on specific areas of the screen, product information pops up, completing the entire process from content to purchase. For PC cases, please visit http://bea649d961f8.ih5.cn/idea/FKKEJZE on PC H5 takes over the Internet, are you ready? Whether it is the absolute affirmation of major international companies that "H5 will replace Flash" or the application development of H5, they all lead to one conclusion: It is an inevitable trend for H5 to occupy the Internet. The online advertising market originally represented by Flash destined the development of H5 to have a strong commercial flavor. However, it is also the advertising market worth up to 100 billion US dollars that supports the current development momentum of H5 around the world. On the other hand, the application trend of H5 is also quietly progressing, bringing with it a shift in the original demand for traditional software. Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance The author of this article @营创实验室Whales is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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