Business Insider has released an excellent report on the differences between HTML5 and Native Apps.
From an advertising perspective; the IAB MRAID specification has set the standard for advertisers and publishers to deliver rich media advertising across applications. The MRAID specification makes it easier across the value chain to develop and deploy ads. As responsive HTML5 sites are easier and cheaper to develop and maintain, we expect that responsive HTML5 advertising will grow in the years to come. All we need is a good IAB standard on how to develop and deploy responsive HTML5 ads.
Below a comparison between the 2:
As the chart illustrates, native apps still reign supreme over HTML5 in a few areas, including:
- Rich user experience and performance: HTML5 still faces challenges in accessing device-native features across all mobile browsers, and in rendering graphically-rich user interfaces and data presentations.
- Monetization: The native app stores — Apple’s App Store and Google Play — win this one. There hasn’t been a convincing model for HTML5 monetization beyond individual vendors selling their apps online.
But, HTML5 has a leg up in cross-platform deployment costs, update speed and distribution control, available programming expertise, and in solving fragmentation challenges. Both native and HTML5 face serious fragmentation challenges, but of different sorts.