{"id":101961,"date":"2015-08-17T17:58:00","date_gmt":"2015-08-17T22:58:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/gone-in-a-flash-html5-leads-the-way-for-rich-ads\/"},"modified":"2024-12-19T16:40:22","modified_gmt":"2024-12-19T21:40:22","slug":"gone-in-a-flash-html5-leads-the-way-for-rich-ads","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/analytics\/gone-in-a-flash-html5-leads-the-way-for-rich-ads\/","title":{"rendered":"Gone in a Flash? HTML5 Leads the Way for Rich Ads"},"content":{"rendered":"

This post first appeared on the DAC Blog<\/a> and was written by Patricia Whitney<\/a>.<\/em><\/p>\n

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Ready or not, here it comes. Various groups in the digital community have been trying to say goodbye to Flash advertising for a long time. Flash ads have given us so much: rich, interactive brand experiences online, entertaining videos and games, and yes, even unwanted virus attacks. After hearing countless rumours about the Death of Flash, has the much-anticipated moment finally arrived? In early September 2015, we expect to see a number of web browsers and publishers contribute to the slow death of Flash across their properties. \"Image<\/p>\n

What lead us to this moment?<\/h3>\n

One of the more well-known events took place in April 2010 when Steve Jobs expressed his Thoughts on Flash<\/a>, outlining why Apple does not allow Flash on iPhones, iPods and iPads. Earlier this year, Google announced that they would automatically convert eligible\u00a0Flash campaigns in AdWords<\/a> to HTML5 to \u201cmake it easier for marketers to deliver beautiful display ads that just work \u2013 regardless of screen or device \u2013 ensuring a better experience for both consumers and brands.\u201d In June 2015, Google further announced that they would be launching an update to Chrome<\/a> to \u201cintelligently pause content (like Flash animation) that aren\u2019t central to a webpage\u201d providing a power-efficient web experience for consumers. Following this,Mozilla Firefox temporarily blocked Flash<\/a> by default as a pre-emptive security measure after multiple vulnerabilities were exposed in early July 2015. Which brings us to the more recent event: the latest malvertising<\/a> attack that abused Yahoo!\u2019s ad network <\/a>last week (if you want to learn more about how the attack happened, here\u2019s an informative interview with Malwarebytes\u2019 Jermore Segura<\/a>).<\/p>\n

The rise of HMTL5 Creative<\/h3>\n

With these in mind, it\u2019s easy to see the benefits of converting from Flash creative to HTML5: \u2022 HTML5 creative is less resource intensive, requiring less power to run and resulting in longer-lasting laptop and device battery power \u2022 Increased usage of HTML5 ads can result in a decrease in malware attacks via Flash ads (although we shouldn\u2019t rule out all attacks by eliminating Flash, hackers will continue to find alternatives) \u2022 Advertisers will be able to continue delivering rich brand experiences online; static banners will not be the sole creative option \u2022 HTML5 creative will cater to the growing population of HTML5 adopters on both desktop and mobile devices: \"image: How is the industry responding?<\/strong> Publishers<\/strong> In speaking with a number of major publishers, we\u2019ve heard overwhelming HTML5-supportive responses: \u2022 GOOGLE<\/strong> As one would expect, Google has been actively preparing for this movement. They have launched Google Web Designer<\/a> to assist advertisers, designers and developers in their transition to HTML5 creative development. Google has also developed a Rich Media Gallery<\/a>\n

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