With the recent news that an upcoming version of Google Chrome for desktop will block Flash elements not integral to the functionality of the page, for example adverts, we can all agree that the final nail in the Flash coffin has been struck.
This article was written by Harry Robinson, VP of Product Marketing at Celtra
With the recent news that an upcoming version of Google Chrome for desktop will block Flash elements not integral to the functionality of the page, for example adverts, we can all agree that the final nail in the Flash coffin has been struck.
Over the past five years, we’ve been busy building the best HTML5 creative platform for display advertising – we’ve had no other focus. As others spend precious time and energy to adapt to this change, scrambling to patch systems built for Flash into supporting HTML5, we’re not. HTML5 is our whole world.
We believe this gives us an advantage and the ability to give brands and creative agencies helpful advice when making the full transition to HTML5. We’re not an oil company giving you advice on green energy — we’re the solar manufacturers giving you advice on becoming carbon neutral.
Here are guidelines we’ve put together, based on the questions we’ve been asked in the last couple of weeks, to help understand the transition and act upon it:
What does this change mean for brands?
Our advice here is not to panic, the market is ready to support you! There are tools out there, such as our AdCreator platform, already enabling brands to build beautiful engaging experiences for mobile, tablet and desktop, in HTML5.
There are currently many brands and agencies we work with that have made the full switch to HTML5 over the past several years. These brands enjoy the benefits of using a single authoring tool, enabling them to deliver creative in shorter production times as all ads are built in one platform, one technology. No more Flash files, backup GIFs and HTML5 units. The same benefits can be seen across campaign management. Using one centralized platform for all screens means only having to look in one place to launch your campaign, and report on the activity.
It is important to remember that Flash was never developed for advertising, as a result brands were forced to invest in additional tools to run Flash based advertising campaigns. Aside from the production software, you needed separate ad serving platforms, viewability tracking and reporting tools. In the world of HTML5, there are platforms specifically designed for display advertising. Our own AdCreator platform is a complete design, previewing, trafficking, ad serving, viewability and reporting suite all rolled into one.
How do brands make the switch?
Brands need to do this now. Our advice is to take advantage of this change to explore new partners, rather than just looking at your current Flash setup and hoping to somehow use a piece of software than can convert Flash into HTML5. It doesn’t work well like this. You can’t make a convertible car simply by cutting the roof off. The whole chassis of the car needs to be rebuilt from the ground up to ensure the car’s frame has sufficient integrity and safety. We think it’s the same when it comes to looking after your brand. Moving to HTML5 is long term and quick fixes will only cause you more problems in the future. Invest now in HTML5-first platforms.
What can brands expect from this new era in display advertising?
Even though brands have been left little choice in this matter, remember, this change is good. HTML5 allows us to break out from the conventional norms, or we think limitations, we’ve become accustomed to with Flash.
New HTML5 driven formats, such as Interscroller and Reveal, enable publishers and brands to engage consumers in new ways. For consumers, HTML5 delivers a more integrated ad experience allowing brands to create digital storytelling that is relevant.
Brands can also make their technology stacks leaner by cutting down on the need for separate ad serving and reporting platforms. The integrations between DSPs, DMPs and HTML5 creative platforms streamline the programmatic campaign process. This will allow creative agencies to spend more time on creative, less time on production, and media agencies can spend more time on strategy and planning, less time on trafficking and reporting.
This is a very exciting time for display advertising. The industry is growing up, now is the time for brands to act by exploring different HTML5 solutions to determine what best fits their needs. The sooner brands act, the less negative impact will be felt.