Google recently announced their intention to stop displaying adverts made with Adobe’s Flash from Jan. 2, 2017. Advertisers will be required to create their adverts using HTML5.
The ban on Flash adverts will be rolled out in two stages:
- June 30, 2016 — Display adverts built using Flash can no longer be uploaded to Adwords or DoubleClick Digital Marketing
- Jan. 2, 2017 — Display adverts that were uploaded before June 30, 2016, will cease to be able to run.
Google said the change will “enhance the browsing experience for more people on more devices.” Furthermore, according to this post back in August 2015, many (but not all) Flash adverts uploaded to Adwords are already being automatically converted to HTML5.
Google has published some guidelines for advertisers in preparation for the change, including referring advertisers to their HTML5 web designer tool that can be used to create awesome motion graphic based adverts:
The slow death of Flash
The death of Flash has long been on the cards with several high-profile announcements by companies that they are no longer supporting the technology:
- From Sep. 1, 2015, Chrome would now pause Flash adverts by default. As a result, a user must now click on the advert to activate them.
- To tie in with the change in Chrome’s behavior, Amazon confirmed that from the Sep. 1, 2015, it no longer accepted Flash adverts on its website.
- As of the Jan. 27, 2015, YouTube now defaults to HTML5.
- From July 13, 2015, the Flash Player is blocked by default on Firefox, and instead, users must activate it by clicking.
These are just a small selection of the announcements, but clearly demonstrates a clear trend of reducing support for it. Considering that over a 100 million Flash-based adverts were served in the year to June 2015, the move by multiple companies to block it must be taken very seriously.