3 September 2015



On the 2nd of September the wirtualnemedia.pl website published an article entitled "After the Flash block in Chrome ads will be quickly switched to HTML5" with comments from experts in the advertising industry on the fact that Google is blocking content created in Flash. The following is the statement of our specialist on the changes that await the Polish market in connection with this decision.
As the expert - Sławomir Wala, production director OS3.

Should FLASH advertising be abandoned, since it will be blocked?

Yes, and as soon as possible. The process of Flash’s marginalization will proceed and the Google’s decision can only accelerate this. Already, 25% of advertising prepared in Flash doesn’t appear at all and instead there is a static replacement frame. Blocking Flash in browsers is not the only reason for this phenomenon.

For many years we have had to deal with an increase in mobile devices’ market share. All the leading operating systems for these devices don’t display Flash-based ads by default. If no one takes this into account and only a Flash version and its static replacement are prepared, the creative potential of the campaign won’t reach many recipients.

In Poland, unfortunately, changes are coming about very slowly, but there is no turning back now. Everyone will be forced to switch: clients, media houses, interactive agencies and publishers.


How and what should replace Flash?

The natural successor, in the case of websites and advertising forms, is HTML5. Of course, this is a very general term. In reality, we’re talking about a combination of the HTML structural description language, CSS and a scripting language – JavaScript. They are quite old solutions, but their latest versions have been experiencing a kind of renaissance for some time now. HTML5, CSS3, and JS are able to replace all the possibilities offered by Flash technology, from vector and raster graphics, animation, all the way to playback of sound, video and 3D graphics. In contrast to Flash it is compatible with the latest mobile devices, but not only them. Such advertising forms can also be displayed on devices such as smart TVs or game consoles. This technology has another interesting possibility – on mobile devices it can communicate directly with the device and obtain information about the location, position or direction (compass). It can use the device’s microphone and camera, and even make your smartphone vibrate when an on-screen ad is shown.


How is content prepared for the Internet now – if not flash than: JPG, GIF, video?

HTML5 in combination with CSS3 and JavaScript. Both created in the traditional manner in IDE by a programmer, as well as using tools like Adobe Edge and Google Web Designer.

Link to the article: http://www.wirtualnemedia.pl/artykul/po-blokadzie-flasha-w-chrome-reklamy-szybciej-zostana-przeniesione-do-html-5


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