September is almost here. And that means more than the return of Starbuck’s Pumpkin Spice Latte, colorful leaves and cooler temperatures. Effective September 1, 2015, Google Chrome announced it will default to pausing all Flash content. This doesn’t mean Flash content cannot be displayed in Chrome, but it requires the user to click to animate or adjust their default browser settings. For all intents and purposes, it’s best to assume users will not waver from the default setting.
This is a huge change to the functionality and user experience Google Chrome has always provided. It’s also something that advertisers need to be prepared for. Currently, when a webpage loads a Flash ad, users experience the full animation. With the new update, Flash ads will no longer animate, but instead appear as a static image with a play button displayed in the forefront.
The reasoning behind this update is twofold. First, Google recognized the toll the animation of Flash ads took on the battery life of portable devices. Chrome safely assumed users value battery lifespan before Flash content, and invoked this change to the benefit of web surfers. Secondly, it was discovered that Flash coding can make users vulnerable to spam and viruses infiltrating their computers. HTML5 doesn’t pose either of these threats.
In mid-July, Mozilla Firefox announced they would follow suit. Together, Google Chrome and Mozilla Firefox comprise over 50% of the country’s browser market. To avoid wasted impressions and ineffective advertising, it’s imperative for advertisers to convert Flash ads to HTML5. This will ensure the majority of U.S. consumers are still getting their message.
If you’re down to the wire and don’t have the resources available to make this change before the September 1st deadline, don’t panic. We can help. Contact your Account Manager today to discuss your options. The even better news? All Liquidus Bannerlink ad units support HTML5. They will continue functioning as usual across all platforms and devices with no updates needed.
Questions? Contact your Account Manager or reach us at email@example.com