On September 1st, Google implemented changes in its Chrome browser that will begin blocking on-page Flash advertisements...and the people rejoiced! Rather than displaying ads created in the clunky, annoying Adobe product, Chrome will begin favoring advertising content build using HTML5.
Flash has been accused of creating security risks, as well as hogging huge amounts of computer battery and processing power. As more and more Americans report using ad blockers with that number slated to increase as Millennials age, it is important to understand the implications Google’s move will have on the industry. Essentially, the move will pause Flash content from loading, instead giving users the option to enable the content where it is designed to appear on the screen.The hope amongst advertisers is that the move from Flash to HTML5 will open the door for better, more creative, and less intrusive advertising. While Amazon and Mozilla have already made similar moves, Chrome, the preferred browser of half of American internet users, might have just driven the stake in Flash’s proverbial heart.Google has even made efforts to ease the blow to advertisers offering a tool that easily converts Flash to HTML5. While Flash’s death rattle might be a bit prolonged, we see this as an opportunity for advertisers to embrace newer technologies and create ads that compel viewers to watch, rather than forcing them.
On September 1st, Google implemented changes in its Chrome browser that will begin blocking on-page Flash advertisements...and the people rejoiced! Rather than displaying ads created in the clunky, annoying Adobe product, Chrome will begin favoring advertising content build using HTML5.
Flash has been accused of creating security risks, as well as hogging huge amounts of computer battery and processing power. As more and more Americans report using ad blockers with that number slated to increase as Millennials age, it is important to understand the implications Google’s move will have on the industry. Essentially, the move will pause Flash content from loading, instead giving users the option to enable the content where it is designed to appear on the screen.The hope amongst advertisers is that the move from Flash to HTML5 will open the door for better, more creative, and less intrusive advertising. While Amazon and Mozilla have already made similar moves, Chrome, the preferred browser of half of American internet users, might have just driven the stake in Flash’s proverbial heart.Google has even made efforts to ease the blow to advertisers offering a tool that easily converts Flash to HTML5. While Flash’s death rattle might be a bit prolonged, we see this as an opportunity for advertisers to embrace newer technologies and create ads that compel viewers to watch, rather than forcing them.
