With more and more developers and users tapping the benefits of HTML5, it is increasingly becoming a technology of choice as mobile devices overtake PCs. As a result, the activity in this space continues to increase week by week.

This past week, TMCnet contributing writer Frank Griffin reported that digital advertising company Undertone is the latest organization to use this platform in the development of a scalable and high impact digital ad format that can be distributed across Web environments on smartphones, tablets and desktops. As the industry’s first high-impact ad format, ScreenShift is built using HTML5-based responsive design, wrote Griffin.

As per this report, ScreenShift is the first format built using Impact Accelerator, the company’s propriety high-impact framework. As a single HTML creative asset, it will give organizations the ability to deliver an improved experience with a dynamic design and interaction, says the report.

In other news, U.K.’s NetVoucherCodes.co.uk, a company owned and operated by 4DX Media Ltd, unveiled its new mobile-optimized website, reported TMCnet contributor Jyothi Shanbhag.

The report indicates that NetVoucherCodes.co.uk utilizes its new platform, offering full functionality of the desktop site. In addition, the site also has a new ajax search, which applies HTML5 local storage.

NetVoucherCodes.co.uk works with more than 3,000 U.K. retailers, restaurants and attractions while promising to bring the best voucher codes, deals and printable vouchers. It also lists countless offers and sales to help with the bargain hunting.

Meanwhile, as the market for desktop declines, HTML5 is increasingly becoming the platform of choice for mobile devices. Consequently, major players like Google (News – Alert) have shown support for the HTML5 platform. In fact, contributing writer Michael Guta reported that Google is partnering with Telerik and its Kendo UI HTML5 framework for the Chrome OS and some of its apps.

With nearly 200,000 downloads in more than 200 countries, the Kendo UI has been used as the framework for building HTML5 and JavaScript apps and websites with a high rate of success, reported Guta. The report suggests that the collaboration with Google is to implement the Camera App that will be part of the Chrome OS, which will have an application with a full-featured photo booth style.

Interestingly, native apps are emerging as challengers to HTML5. A report by contributing writer Brian Anderson indicates that catalog and training app developer Troy Apps Software is predicting that the use of HTML5 for successful mobile business strategies will drop as Facebook and LinkedIn (News – Alert) make the move towards using native apps to help increase productivity for their mobile strategies.