Are you Using HTML5 for Digital Advertising?
What’s the situation?
On September 1, 2015, the Google Chrome browser will be switching its default setting to block auto-play content unrelated to the webpage, in an effort to improve the browser’s performance. This means that Flash-based ads appearing in the browser will be paused with a “play” icon overlay, requiring user interaction to trigger the ad experience. This is yet another reason why HTML5 is becoming a preferred format.
Why is this important?
While we understand that this decision was made with the user experience in mind, the limit on Flash-based advertising clearly poses a concern for advertisers that are using Flash creative assets. Chrome accounts for nearly 28% market share* among the four major browsers, which is a substantial audience that could be exposed to a non-functioning Flash ad, leading to possible declines in the performance of your digital advertising campaigns. But Chrome isn’t the only one; Apple’s Safari and Mozilla’s Firefox are already blocking Flash-based ads as well, so it’s important to plan accordingly across all browsers.
What should you do about it?
If you’ve been using Flash creative in your digital advertising, it’s time to think about switching to HTML5, which will allow you to avoid the issue above and works seamlessly across devices/digital screens. The Flash-blocking trend is growing quickly, so updating to HTML5 will prepare you in the event that other browsers decide to permanently block Flash/auto-play content in the future.
*Source: NetMarketShare, 2015