As you’ve probably noticed in the past few years since the initial unveiling of HTML5, the language has had a significant impact on Internet gaming. Once upon a time, we mostly saw browser-based video games using Flash in development. While there have been countless awesome Flash games produced over the years, we’ve seen a distinct movement toward HTML5 with developers. This is because HTML5 games can be efficient, playable, and really impressive all at once. That doesn’t delve into specific benefits like working directly in a browser without plug-ins, or compatibility across devices, but it gets to the basic idea: HTML5 is simply more dynamic and more modern.
ResponsiveAds, a developer of software and services for online advertising, has announced the creation of a new advertising configuration it calls STRETCH. The company can now allow its clients to create advertisements that fill all the white space within an Internet Advertising Bureau (IAB) ad slot.
Snowbound Software wants to make it easy to view documents from within the Web browser. It released its VirtualViewer HTML5 to accomplish exactly that task – giving users the ability to view Word, PDF, SVG, and various image formats in a Web-based viewer. Now the VirtualViewer has reached version 4.3.
While mobile gaming has been taking advantage of HTML5, the original form of gaming, as in gambling, has adapted to mobile technology. Vivo Gaming has announced that it has released a new version of its HTML5-based Live Dealer Platform.
You’d be hard-pressed to find a company that doesn’t want to expand its potential customer base, but there usually isn’t much a company can do to accomplish such a lofty goal. Not so with Green Key Technologies, creator of an award-winning voice workspace designed for financial market voice collaboration, because the company has just announced not one, but two initiatives that will help it expand its reach.
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The digital signage tech we see today empowers users to fully interact with their display to adjust content at any time. For the owners of the displays, it means they can deliver a flexible platform for marketers that want to change their campaigns on the fly. Navori Labs, a digital signage software publisher based in Lausanne, Switzerland, has simplified the process of interacting with digital displays by integrating HTML5 to its QL Manager solution.
We have been seeing publishers, such as ISSUU, distributing independent magazines across platform via HTML5 since as early as 2010. But as PUB HTML5 crosses this threshold, it reminds us how important it is to create efficiency for our audiences. As mobile platforms continue to be our choice window into the outside world, it becomes ever so necessary to keep our media responsive in ensuring its consumption on the go.
Allowing magazines to be circulated within a global world, many publishers, such as PUB HTM5 and ISSUU are enjoying the potential that HTML5 can bring to their catalog of material – both commercial and independent, as they create “flipbooks,” magazines, catalogs and other publications.
Thanks to HTML5-based platforms, we are granted access to a plethora of devices, including smartphones, tablets and now wearables. We are able to deliver animated transitions, while keeping our content optimized to search engine visibility. We are further able to build large audiences that can now subscriber to push and e-mail notification once a new issue has been published.
Without the need for flash, companies such as PUB HTML5 have found ways to keep responsive content scalable in meeting visibility and aesthetic requirements of each deliverable. Publishers can now expand the potential of their published content by adding video, audio and slideshows. A traditional magazine now becomes an interactive experience.
For publishers, who have gained reputation through newsstand success and are now seeing a rapid decline in subscription and readership, there is hope – and even more opportunity than before. They are given wings and are able to directly engage their brand loyalists in amazingly new interactive instances. Instead of discussing a musician’s new album, they could, indeed, give access to exclusive tracks from that album to audiences all over the world.
The ability to shift our platforms and shift our content to suit our personal needs for consumption is almost spoiling.
Catering to our audiences through scalable media and browser responsiveness, we can ensure a positive, eye-catching – and addicting – experience every time. As we build mobile applications to supplement what the physical world can’t offer and our browsers to provide a means of access without the need for download, HTML5 continues to bring excitement and potential into the world of digital media content and delivery.
Brands are finally adopting the “content is king” mentality. But, we’ve been saying this for years. Taking that content and delivering it in new ways is what it will take to stay ahead of competition and gain in brand loyalty throughout the decades.
What PUB HTML5 and ISSUU are doing is giving brands a voice, whereas they would have lost it otherwise. Giving us delivery potential through their digital newsstand, we now have the opportunity to gain a new monetization strategy. Through their existence, we give our audiences new options… options that allow for online and offline consumptions through a mobile platform and the option to be printed in the physical form.
Business are now given the potential to create packages for strategic partnerships and in delivering proposals in a new light. HTML5 has not just changed the face of how we present written materials, but it is slowly changing how we interact with documentation, marketing materials and educational platforms. The world is evolving – and so is our content.
Web video is becoming an attractive proposition for publishers to attract new users, increase engagement, and expand monetization opportunities while, for some, it also enables “TV on the Go” products.
With web applications embracing open standards rather than proprietary plugins, the reported security vulnerabilities of Adobe’s (News – Alert) Flash and browser efforts (e.g., Chrome, Firefox) to curtail Flash usage, it behooves web application publishers to start exploring the use of HTML5 to support web video.
However, moving from Flash to HTML5 video is not a simple web application code change. The path associated with a move to HTML5 involves a broad collection of evolving video-related specifications and implementation decisions that span multiple layers of the technology stack. Also, depending on your requirements, support across different browsers (and some of their older versions) could also be a factor to consider.
This discussion is presented from the perspective of a web application developer who has to navigate the technology landscape to develop a solution. For those who have to deliver a viable solution today, the preference is to use web standards, but, if this is not feasible, practical alternatives may need to be pursued. The current maturity of the specifications and browser support will be presented within the context of typical web video use cases for digital publishers.
Given the number of different components and technologies related to this discussion, a conceptual schematic is provided below to support this discussion. Note that it should not be interpreted as a strict architectural diagram. For example, in the diagram, VAST, which presents an XML schema for serving ads to video players, simply illustrates the conceptual association with ad servers; it does not denote a transport protocol. The details articulated in this article will shed further insight into this schematic.
Figure 1. Conceptual schematic of web video technology landscape. Also, depending on your architecture and implementation, the technical functions discussed could be assumed by different application components (video player, web application, server application, etc.). Note that the descriptions of the various functions are intentionally devoid of specific commercial product references and are not aligned with any vendor recommendations.
The core web page element for playing web video (without requiring a proprietary plugin) is the HTML5 <video> element. The <video> element allows for different sources for video and the use of different video container formats (MP4, WebM) and video codecs (H.264, VP8).
If a browser does not support a specific container/codec, you can specify alternate container/codecs specifying a <source> element within a <video> element.
If closed caption support is required, the <track> element provides a simple, standardized way to add subtitles and captions to video.
Videos display closed captions by referring to an accompanying caption file, which contains text of speech and sounds with corresponding timestamps. WebVTT (.vtt) is the format of choice for HTML5 video.
Similar to the <source> element, a <track> element is specified within the <video>element, and has a src attribute to reference a related WebVTT file.
Closed captioning support is mandatory for some publishers as the Federal Communications Commission (FCC) requires that captioned programs on TV also be captioned when played on the web. Closed captioning support is fairly stable and broadly supported across browsers and versions. <source> and <track> elements provides a standard way for playing back web video in web applications (responsive web design, progressive web apps).
Playing protected content
The HTML5 HTMLMediaElement adds properties and methods to HTMLElement to support basic media-related functions. EME extends the HTMLMediaElement (e.g., defining properties and methods related to keys used for media decryption) and provides a standard way to interact with Content Decryption Modules (CDM). A CDM is a clientbased component integrated with a browser that assists with decryption of media. As shown below, current browsers each leverage different CDMs.
Table 1. Browsers and supported Content Decryption Modules.
Note that EME support for older versions of browsers is not available.
Multiple adaptive streaming protocols are in use today. Currently, the desktop browsers and some set top boxes leverage a Flash (10.1 and later) plugin for supporting adaptive streaming typically via Adobe HTTP Dynamic Streaming (HDS). iOS devices and Safari (Mac) use Apple’s (News – Alert) HTTP Live Streaming (HLS). Dynamic Adaptive Streaming over HTTP (DASH) is an emerging industry standard for streaming video and is codec-agnostic (e.g., can work with HEVC or H.264) but adoption is fragmented across browsers at this time (only supported by Chrome and Android).
Typically, publisher web sites often play a preroll ad before playing a video clip. The Video Ad Serving Template (VAST) and Video Player-Ad Interface Definition (VPAID) specifications define a standard way to render video ads. HTML5 support for preroll video ads will require advertisers to support VPAID 2.0.
If in-stream ad insertion is an important use case, note that it is supported by both HLS and DASH. While SCTE-35 was originally designed for ad insertion in a linear broadcast stream, it has also gained interest for web delivery. For example, there are HLS extensions to accept SCTE-35 markers in an MPEG stream.
Given the significant use of ad blockers by web clients, efforts to dynamically insert ads into the stream on the server side are being pursued. For example, for DASH, one such approach leverages DASH’s Media Presentation Description (MPD), which is an XML document describing video segments, their relationships and other metadata used by DASH clients. With this server-side ad insertion, encrypted MPD URLs serve as a segment’s server location thereby allowing for real-time decision-making on whether a URL points to content or an ad. Thus, to a DASH client, there is one video stream spliced with both ads and content with no inherent delays from switching between separate invocation contexts for ads and content.
More importantly, it shields publishers from web client ad blocker actions.
As highlighted above, publishers who deliver web applications with premium video content must evaluate their core use cases, gain an appreciation of the technology landscape, and carefully plan for an implementation rollout. It would also be valuable to engage with browser vendors and industry forums to share the challenges faced by solution developers.
While there is no current consensus on streaming protocol adoption among all major browsers, there may be paths for those who want to pursue HLS until DASH becomes more viable. For example, you could evaluate and select a licensed third party player without DASH and
For those who want to pursue the standards-based route (DASH, MSE and EME), there are examples of industry success stories for those who have invested in their players, worked with industry partners and helped influence the standards. For example, in early 2015, YouTube announced that it had stopped using Adobe Flash. YouTube now uses its HTML5 video player by default in Google’s Chrome, Microsoft’s (News – Alert) IE11, Apple’s Safari 8, and in beta versions of Mozilla’s Firefox browser. Netflix is another example of successful use of HTML5.
Netflix uses EME, MSE and WebCrypto (for encryption and decryption of user data) to deliver protected video content via their HTML5 player to the latest versions of the following browsers: Firefox, IE, Edge, Safari, and Chrome delivered using multiple bitrates (ranging from 100 kbps to 16 Mbps) without the use of plugins such as Silverlight or Flash. Both Netflix and YouTube (News – Alert) also leverage DASH for streaming on supported platforms.
In closing, it behooves publishers to begin to gain an awareness of the technology landscape related to HTML5 video, participate in industry forums and partner with technology vendors to both influence as well as to learn how best to attain success in delivering premium video content via HTML5.
There is no doubt video, in all its forms, is one of the standouts in the development of information and communications technologies (ICT). Whether it is streaming a TV show, delivering webinars, video conferencing, video chats or watching the latest antics of people on YouTube, the popularity is undeniable and companies have a vested interest in making it more accessible. EvoStream is doing so with the release of its new EvoStream Media Server, which will provide two very important new features for the video-centric world we live in: Sub-Second HTML5 Playback and H.264 Peer to Peer video.
Continue “Latest EvoStream Media Server Delivers True Live HTML5 Playback and More”
Everyone in the room, having read the forthcoming news, probably has that feeling in their stomach that almost signifies a feeling of release but still contains a hint of hesitation and anxiousness. Adobe (News – Alert) has renamed its Flash Professional software to Adobe Animate CC.