Google’s recent move to block web ads that use Adobe’s Flash technology on its Chrome browser delivered a blow to a once-dominant technology in internet advertising. Many digital agencies have been weaning themselves from Flash for months and making the switch to HTML5, a format that is more compatible with a wide range of devices.
Flash has long been used to build online banners, video ads and visual websites, but the technology can also increase page load time and consume more battery on a device. Apple doesn’t support Flash on its mobile devices, another factor that has frustrated some brands as they invest further in mobile. HTML5, meanwhile, is considered to run more smoothly and consistently across different platforms.
“Unless you’re doing something really out there, it’s not going to feel different to the consumer. They’re going to experience the same thing and they’re going to get it on every platform.”
The Interactive Advertising Bureau, in its recently updated version of its “creative guidelines,” has also encouraged brands to embrace HTML5 in their digital marketing. The trade group is hosting a public comment period for its proposed changes to its creative guidelines until Sept. 18.
Adobe has acknowledged that HTML5 will replace Flash as the main engine of online advertising in the future, though the industry will require some help in getting there.