What’s all this buzz about HTML5? Starting in September 2015, an updated version of the Chrome browser will be intelligently pausing content that is considered not central to the webpage (i.e. digital display ads). On July 13, Firefox decided to follow suit, with not so much of a warning, by announcing that all versions of Flash will be blocked immediately. In both instances, a Plugin Power Saver will require users to click on a play button before viewing display banners. As a result, users will be required to click Flash creatives a second time before they are redirected to the advertiser’s landing page – which is not good for digital advertising performance. These announcements have accelerated the switch to HTML5 and made it imperative that all advertisers understand the urgency, benefits and next steps.
So, what’s in it for you? Glad you asked! HTML5 has many benefits that will power your media into the next dimension. HTML5 creative will provide access to more inventory where Flash is not supported. Flash ads are not able to run on mobile and desktop browsers where Flash is not installed; HTML5 can run everywhere and is mobile optimized, giving more access to inventory. Also, it provides advanced technology that allows for better playback. It uses less power, which means a better battery consumption for users. Happy consumer experiences mean a more positive brand experience for you!
Next steps: Get in front of your creative agency to start a conversation about this. Odds are, they already have a plan in place (but if not, call Miles!). If you are using a third-party ad server, reach out to them as some already have tools in place to help in the transition. Moving forward, move all new creative executions to HTML5.
HTML5 is the future, so embrace it!