With insights from Alia Samhat, Media Manager
HTML5 is continuing to gain ground versus Flash in display advertising. Following Safari’s lead in 2014 (and Firefox asking users to opt-in to Flash each time they land on a page running Flash-built creative), Google Chrome will now pause Flash ads—in favor of HTML5—starting in September. If you’re currently employing Flash rich media display campaigns, Google Chrome will, by default, pause them from playing. This means that they won’t animate on impression; they’ll only animate once a user clicks.
Whether in search or display, Google is constantly evolving to provide better consumer experiences. HTML5 promises better experiences as it’s faster, more mobile, more interactive and more dynamic than Flash. Advertisers making the move to HTML5 in display will be able to create experiences that deliver more conversions at lower costs.
HTML5 has become the gold standard for interactive content. Advantages include:
IMPLICATIONS for ADVERTISERS
Advertisers should run HTML5 units before this change takes place, as well as in preparation for the HTML5 future of rich, interactive digital ads and experiences. HTML5 ad units can be created via template, from scratch or converted from Flash:
The fact alone that iOS devices don’t support Flash makes HTML5 display ad units critical to performance going forward. With this update, Google is pushing laggards towards HTML5; as a result, consumers will receive better experiences and advertisers will realize more engagement. With almost all browsers and devices supporting HTML5 as Flash fades, advertisers making the move early won’t miss a beat.
For more info on Flash-to-HTML5, please contact your performance account team today.