As Flash become obsolete when the major browsers like Chrome and Mozilla Firefox stopped their support for Flash content, it changed the reality of display ad creation. Believe it or not, there are still agencies and shops that are offering services for Flash display ads. Why? Someone has a dead horse to beat, apparently. The reality is ad networks are even dropping support for flash. This will bring in the new era of web design that supports HTML5. As far as writer is concerned, it’s a good change.
For just a quick moment let’s explain why those awesome flash driven websites, video games and video players won’t really be missed…
FAIL #1 - CPU USAGE!
The amount of computer resources required to render a flash display banner is MANY MANY times more what an HTML5 ad requires, especially for video cards. Something that requires more horsepower to view on a mobile device like an iPad or smart phone means more battery drain, and nobody likes it when their phone dies right in the middle of viewing a reading something, or right when they are about to defeat the boss in their favorite game.
Many a phone have been chucked out a window as a result! Don’t be part of that problem; be part of the solution! Get on the HTML5 bandwagon… and not just because the HTML5 Kool-Aid tastes better.
FAIL #2 SECURITY LEAK!
The last few years Adobe came under scrutiny for the security leaks their video player plugin created. The frequency of leaks was growing and became an ongoing issue, hence everyone dropping support for Flash. Thankfully forward thinkers were there to hurdle us toward a new, better way to serve display ads.
HTML5 is here to save the day!
Not only are web browsers utilizing the newer HTML5 code that drives web content, but HTML5 has opened up new possibilities for ad creation. Your browser no longer requires a plugin to view a display banner or rich media content. It can all be code driven, which loads faster than a flash ad 9 times out of 10. The thing we should all be jumping for joy over is that HTML5 display banners are responsive so they can be displayed on cell phones, tablets, desktops and laptops. Making sure your ad can be viewed on every possible device in use is a big deal in today’s market. Just ask Mobozilla!
Clearly there is a big appeal to HTML5 display banners for the reasons above, but what about the ad creative design time? Flash banners were all the rage in the late 90s up until about 2011. If you spent any time building a flash display banner, you know how detailed and time consuming it could be, trying to blend the use of code and use the toolbox to make an interactive ad come to life. We aren’t going to lie and say HTML5 code is easier or faster, because it’s just as time consuming. The game changer is we have several platforms online that allow you to build a display banner with HTML5 that streamline the process so you don’t have to know as much about the code side of things. The goal of this post is not to sway you to using one online tool versus another, but to get you to realize you should know whether your agency is using Flash still, what kind of code generates their ads, and are their techniques leaving precious clicks on the table!
Is your audience banner blind?
When you open up a game on your cell phone do you even notice the small ads that appear across the bottom, or do you just ignore them? How about the banner ad that appears to the right of every YouTube video you watch on your Desktop? Because banner spots are so consistent and expect, it’s absolutely true that users are becoming banner blind! This is where the new HTML5 rich media ads shine. They can interact, animate, take over the screen and change based on the user’s actions. Moreover, we can use video ads in places where your audience isn’t expecting to see them so this can draw more attention to the ad. Interactive ads are extremely effective at creating engagement and grabbing the viewer’s attention. For all these reasons, your display ad will be more memorable as well.
We continually see clients that want to run a static banner ad and expect us to work miracles and create high click through rates and conversions. Sorry, but you NEED to be creating interaction to get this current generation to engage with your brand. We won’t discourage a static banner as part of a generic brand awareness campaign; that definitely has a time and place in a strategy. But making an interactive video ad or an HTML5 rich media ad will always create more engagement and be that added value in a digital campaign.
In a 2016 benchmark, interactive videos received 9.21 times more engagement in North America, 7.44 times more globally. If you aren’t using interactive ads you are leaving a lot of clicks on the table.
What kind of performance are your current campaigns getting?
Have you looked at what kind of interaction and engagement rates your display ads are getting? If you had an older antiquated ad network or use static banners, you will find that you can’t even get the detailed reporting you need to determine if your campaigns are effective. HTML5 gives you the ability to create a much more detailed report of the users’ interaction and engagement with your ad. Rich media ads can provide reporting on the amount of time an ad was expanded and being viewed, how many times the ad was played in full screen mode etc. The HTML5 version allows for a much more thorough report of how the audience interacted, which can be invaluable for your brand.
Do you know every detail of what your current agency is providing for you? If not, ask them the hard questions to make sure you are getting what you pay for. And if your results aren’t off the charts above the national average, let’s have a discussion about why. Every customer should get the same treatment and personal touch they deserve. If you want to pick our brains on digital media and strategies, we can talk nerdy to you. Drop us a line!