While the fat lady may not be singing just yet, she certainly is warming up her vocal chords after Google, quite recently, paused Flash adverts.  This means that any adverts not powered by Google AdWords or in HTML 5 format will display a motionless image instead.

This move has been made after hackers took advantage of weaknesses in Flash code over a four-year period. Through this weakness, hackers simply strolled through the back door giving them access to individuals computers before walking back out. Information such as passwords to bank accounts and personal details were then misused.

What is Flash used for?

Flash, which has seemingly been used since the beginning of time in Internet-land, has been used to show multimedia such as videos and games and perhaps most importantly of late, Flashadverts.  It appears now that with this move by Google, whose browser Chrome is used by the majority of the world, combined with the preference of many for the more advanced HTML 5 code, Flash won’t be able to come back from this, at least not in the same form. And it only has itself to blame.

While the security issues may have been the catalyst for this, it is not the sole reason. Demand by users these days is to get instant access to information and content, and the key behind this is speed. Google believes that web pages and content will load quicker as a result of this shift.

Flash has long been thought of as indispensable but with the emergence of HTML 5 based adverts this is no longer the case. HTML 5 means no more of those monotonous updates for users as it is not a plug-in and with this comes greater security. For users of Mac operating systems, the news is even better with tests reporting that HTML 5 adverts run up to 60% quicker than its Flash advert equivalents.

Advertisers still using Flash

Many advertisers still use Flash as the tool for their adverts, so this is going to be a huge change in the way things are done. Indeed, advertisers are one of the only groups that aren't completely anti-flash. As a result, there is no doubt that Flash will remain around for a while to come as despite its obvious issues, getting people to change is not an easy, nor an overnight task.

However, as Apple showed back in 2010 when it somewhat controversially at the time rejected having Flash on its devices, there is life after Flash and for Apple at least, that life is pretty sweet.

Making your marketing work better in the future

To ensure your digital adverts are up to date and using the latest approved techniques, contact Whitefish Marketing in Folkestone.  As an experienced digital marketing agency, we know how to best manage your campaigns for optimal performance.


About Chris Surridge

Chris Surridge is an experienced Digital Marketing Director with a wealth of knowledge on Search Marketing Strategies and Conversion Analysis. His value is in strategic planning for client accounts, and his consultative services.