While there has been lots (and I mean lots) of chatter over the new Google logo, there’s something else happening over at Google that everyone needs to be aware of. As of September 1, Google’s Chrome browser began blocking Adobe Flash ads, opting instead to favor HTML5. The move has been a long time coming and was brought on by security concerns.
What does this mean exactly?
Currently, about 90% of animated ads are using Flash, but with this shift to HTML5, if a display ad has Flash, users will not be able to view it in a Chrome browser. This is actually something that Firefox did a few years ago, due also to security concerns within Flash. And Apple has never allowed Flash. With Chrome blocking Flash ads, agencies will need to begin designing in HTML5 if they want their ads to get traffic and ensure their audience gets the full experience.
So why does this matter in the big picture?
There has been a dramatic shift in browser preference in the last decade. In 2008 Internet Explorer was king, cornering the market with 46% of browser usage. Since then, Chrome (which was introduced in September of 2008) has risen and consistently stayed at the top spot.
Reports show that last month Chrome dominated the space with 64% to Internet Explorer’s 6.6%. Clearly Chrome isn’t going anywhere (neither is Google), so making sure you’re getting the most for your ad money is important. With a majority using Chrome browsers, followed closely by Firefox, you need to make sure any animated ads are designed and built in HTML5.
Next time, we’ll talk about what you need to be cautious of when designing an (HTML5) ad and why mobile will play such a large part in that going forward.