http://blogs.wsj.com/cmo/2015/09/14/agencies-ready-for-the-move-away-from-flash-ads/
Agencies Ready for the Move Away From Flash Ads
Google’s recent move to block web ads that use Adobe’s Flash technology on its
Chrome browser delivered a blow to a once-dominant technology in internet
advertising.
However, the demise of the Flash ad isn’t exactly taking Madison Avenue by
surprise. Many digital agencies have been weaning themselves from Flash for
months and making the switch to HTML5, a format that is more compatible with a
wide range of devices.
Three months ago, 80% of the web ads AKQA was building were powered by Flash,
said Scott Symonds, managing director of media at AKQA. The WPP-owned digital
agency has been “shifting fast” and now 100% of those ads are made with HTML5,
Mr. Symonds said.
“It seems like Flash will be going away in the ad world very soon,” Mr.
Symonds said. “It takes a kick in the pants from a major player like Google to
really accelerate a switch over that could have taken years.”
Flash has long been used to build online banners, video ads and visual
websites, but the technology can also increase page load time and consume more
battery on a device. Apple doesn’t support Flash on its mobile devices, another
factor that has frustrated some brands as they invest further in mobile.
HTML5, meanwhile, is considered to run more smoothly and consistently across
different platforms.
“Unless you’re doing something really out there, it’s not going to feel
different to the consumer,” said Vincent DiBartolo, vice president of
technology at digital agency Big Spaceship. “They’re going to experience the
same thing and they’re going to get it on every platform.”
At Big Spaceship, Flash isn’t a huge part of its business and the independently
owned digital shop might do just one small Flash project a year, Mr. DiBartolo
said. The agency has a few developers who are familiar with Flash, but it
isn’t a skill set they use day to day, he said.
“We don’t have our clients coming to us and asking for Flash,” Mr. DiBartolo
said. “Flash is kind of seen as a dinosaur.”
Interpublic agency R/GA started preparing clients for Google Chrome’s move to
pause Flash ads a couple of months ago, said Tony Effik, the agency’s vice
president of media and connections. Some clients that did not have enough
runway to rebuild Flash ads used JPEG or GIFs as a replacement for some of the
Flash elements, which isn’t an ideal solution, he said. Some brands that are
doing a fundamental reassessment of the development side of their digital ads
are also “taking this as an opportunity to actually rethink the creative
strategy as well,” Mr. Effik said.
The Interactive Advertising Bureau, in its recently updated version of its
“creative guidelines,” has also encouraged brands to embrace HTML5 in their
digital marketing. The trade group is hosting a public comment period for its
proposed changes to its creative guidelines until Sept. 18.
Adobe has acknowledged that HTML5 will replace Flash as the main engine of
online advertising in the future, though the industry will require some help in
getting there.
“Updating the ‘IAB Display Creative Guidelines’ is only the first step in the
process of helping the industry transition into an HTML5-dominant landscape,”
said Sarah Hunt, Adobe Senior Product Manager and Co-Chair of the IAB HTML5 for
Digital Advertising Guidance Working Group, in a statement when the IAB
released its updated creative guidelines last month. “Expert advice and
guidance is going to be necessary in order to allow HTML5 to live up to its
promise of delivering rich, immersive digital advertising creative that is
cost-effective and looks great on both desktop and mobile screens.”
“It’s a natural evolution,” AKQA’s Mr. Symonds said. “Flash had a pretty long
run so it’s not crazy think about what’s the next best development platform for
digital advertising.”
News Corp’s Dow Jones & Co. has a business relationship with Adobe, which is
the main sponsor of CMO Today.
