Goodbye Flash, hello HTML5

New, improved technology brings opportunity for digital ads.

It has taken many years and many attempts to find a suitable replacement for the outdated software, but the time has finally come. With the recent mandates from technology giants like Google, Firefox and the like, the kibosh is finally being put on Flash. With both Google and Firefox essentially blocking all Flash content, these guys are no longer asking when it comes to making strides toward the newer, more reliable and adaptable technology, HTML5… they are telling.

For many years, Flash has been the default way developers created the many display ads users see while browsing their favorite sites, but now users will see ads built with HTML5, though they will likely not know the difference. The people that will know the difference, however, are the people planning, buying and developing the ads users see.

HTML5 development opens up a multitude of doors when it comes to cross platform and cross browser efficiencies, which will make both clients and developers happy. It also allows creative to be developed within the context that it will be served and displayed. Mobile banner ads get a definite boost beyond the static ad that has come to be known as the standard, since Flash content wasn’t an option for mobile.

With engagement becoming a more important metric than ever, stay tuned to see how HTML5 continues to play an important role in the next chapter of digital advertising. The switch in technology will allow for more creativity and force outside the box thinking, which ultimately will offer more value to the end user. Though there aren’t a lot of hard numbers on the effectiveness of HTML5 over flash just yet, I think that will come soon. And good news, I think it’s going to be very exciting and rewarding.

It’s been real, Flash. Thanks for the memories.