HTML5--Believe in its future, not the short-term hype

By Ben Weinberger

When Steve Jobs announced that the iPad would not support Flash, he set off a stampede of vendors racing to support HTML5.  In fact, my inbox is overflowing with vendor press releases announcing their support of the iPad and HTML5.  You won’t see a press release from my company, Digitalsmiths, and here’s why.

HTML5 is in its infancy and it’s changing on an almost daily basis. While it’s easy to get caught up in the hype--an app-less, plug-in free, high-performance video utopia--reality soon sets in and questions fly.

How do you integrate existing video ad servers using HTML5?  Right now, you can’t.

How do you enforce video Digital Rights Management (DRM) in HTML5?  Right now, you can’t.

How do you analyze and report on video performance via HTML5?  Right now, you can’t.

So, how do you monetize your premium video content in an HTML5 world the same way you do in Flash and Silverlight? Right now, you can’t.

The good news is that these questions will be addressed over time, and likely soon. The question is how soon? While I’m the eternal optimist, I don’t think the industry will have all of this figured out in time for the general availability of iPad later this week. This leads me to one final question related to HTML5…

How do you deliver full support (i.e. advertising, reporting, DRM, etc.) for a standard that is not yet complete?

For the record, Digitalsmiths will support the iPad. Our customers are trying to build bigger audiences that watch more videos--on any device--and we will be there for them. However, we’re approaching this opportunity with a realistic focus and a solid business plan, and that’s why you won’t see a press release from us on this topic.

Despite the many unanswered questions surrounding HTML5, I see a future of even more opportunities. Imagine a true cross-platform solution that enables video content on any screen, any device and any destination. That’s the press release I want to write.

Ben Weinberger is CEO and co-founder of Digitalsmiths, which provides a studio-grade digital media analysis, operations and publishing solution with a time-based metadata framework that helps digital media companies distribute and publish premium video content across multiple platforms, open up revenue streams for film and TV assets, and build audience.