Picnic New Media first in HTML5 with new Ford ads

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Detroit’s Picnic New Media — aptly positioning itself as a go-to HTML5 production house — created a rich media project for Ford’s agency Team Detroit and the Ford F-150 pickup truck. The F-150 billboard was the first launch of an HTML5 ad to appear on the home page of content site MSN.com.

The clickable rich media ad includes F-150 product information and dealer incentives.

When Google stopped supporting Flash in its Chrome browser earlier this year, this summer, Picnic already had been working in HTML5 since 2011 when it made the choice to on HTML5 development.

It went on to earn its certifications in Google’s DoubleClick Studio Core, HTML5, and QA in 2013, Through that process, Picnic’s HTML5 units, integrating with Google Maps and a custom store locator for Ford Motor Company, earned high praise from Google.

Since then, Picnic has continued to heavily invest in these capabilities.

“Historically, Flash enabled us to create incredibly interactive visual experiences, but as soon as we saw how much of the mobile market couldn’t see it, we started changing,” says Joe Sciacchitano, Picnic’s development lead and co-founder with Jim Shanley.

“Not only are we adept at using HTML5, we consider ourselves to be at the forefront of HTML5 innovation. It’s extremely gratifying to see these investments leading us and our clients to new levels of success.”

Team Detroit EP Christian Colasuonno agrees, saying, “We’ve spent years working on a formula with analytics and ad ops that we feel best maximizes our creative. Picnic has made sure that it all still works, regardless of how it’s built.”

Picnic New Media is a division of Cutters Studios and Ringside Creative. 

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