The impending demise of Flash may have some creatives quivering. In this opinion piece, Tom Sadler, sales and marketing director for Indago Digital, explains why you need to pay attention.
Ding dong flash is dead. One of the webs most loved / hated technologies is finally about to be killed off by Google via an update to its Chrome browser but why should you care?
Loved by designers and hated buy SEO’ers Adobe Flash was originally developed as a drawing application for pen computers in 1995 by Jonathon Gay who was working for FutureSplash. In 1996 Macromedia acquired FutureSplash and rebranded FutureSplash Animator as Macromedia Flash 1.0. By the early 2000’s Flash reached its peak and was used by companies such as Nike, HP, GE, HBO and Disney to launch sites and products.
The begging of the end was Adobe’s fall out with Apple in 2010. Steve Jobs published an open letter called “Thoughts on Flash” in which he criticised the technologies poor performance on mobile devices, energy sapping nature and overall lack of security. Apple decided not to support Flash on any of its mobile devices. The popularity explosion of the iPhone led to many companies redesigning their sites on mobile friendly platforms.
Fast forward to July 2015 and Google have announced that updated versions of its Google Chrome browser will automatically pause Flash banners that are served by a third party. This is an important stipulation because Google advertisers using the Google Display Network will automatically have their banners converted to HTML 5.
I changed my Chrome browser setting over to the new default setting to see what this new world might look like.
In the below examples from News and NineMSN we can see that Chrome has paused all of Audi’s and Jetstar’s banners on their homepage. Considering the huge CPM’s an advertiser such as Audi will have spent to appear here we can begin to see the magnitude of the problem.
This change is the final nail in the coffin for Flash, your design agency should be building all online banners in HTML 5 to ensure they are compatible with the latest version of Chrome.
British-based dating app Badoo has created a series of ads to celebrate the nation’s masturbators who have selflessly resisted the call to have sex during the global pandemic. According to research by the company, some 37 per cent of singletons admitted they had masturbated more than usual during lockdown – an average of once a […]
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Sydney and Melbourne based PR, Talent & Digital agency One Daydream has extended its client portfolio to include alcohol. The category expansion comes as One Daydream joins the agency roster of Pernod Ricard, working on a project basis to manage strategic PR and digital campaigns. The global drinks group boasts one of the most comprehensive and prestigious […]
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Commtract today expanded its marketing, advertising and digital offering in response to a growing number of CEOs outsourcing to ‘gig-workers’ amid COVID-19. According to new research, 40 per cent of Australian CEOs are planning on outsourcing to freelancers in the contingent workforce. Commtract, which launched in 2016, has more than 4,000 communications experts on its platform, and has already placed over 800 roles. […]
Network 10’s broadcast video on-demand (BVOD) platform, 10 Play, is having its biggest year ever achieving significant audience milestones. Some of this includes: A 29 per cent lift in minutes viewed across the year-to-date. A 23 per cent increase in monthly unique viewers year-to-date. Its biggest three weeks ever. Six of the top 15 commercial […]
Now in its third consecutive year, Victoria’s Transport Accident Commission (TAC) Split Second film competition is back for 2020. Conceived by TABOO in 2018 for the TAC, the film competition calls on budding young filmmakers aged 18 to 25 to develop their own 45-second film idea highlighting mobile phone related driver distraction. This year’s exciting […]
Publift today announced its endorsement of LiveRamp’s cookieless Authenticated Traffic Solution (ATS), positioning it as Australia’s first publisher monetisation platform to offer addressable, programmatic marketing without the use of third-party cookies. With ATS, Publift delivers a cookieless marketing solution directly to small and medium-sized publishers on its platform, enabling publishers to seamlessly connect their first-party data with marketer demand. […]
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303 MullenLowe Sydney has appointed accomplished creative leader Bart Pawlak, as its new ECD. Pawlak has been working with the agency over the last four months, leading the department over this period. Pawlak is an awarded creative director and writer with two decades of experience working within the major advertising networks, most recently as executive […]
Oakley has unveiled a powerful remake of Bob Marley’s iconic anthem One Love as part of the brand’s 2020 For the Love of Sport Campaign. The official release aims to inspire hope and positivity during a time of uncertainty by celebrating sport and how it can enlighten and uplift. The reworked verses were co-written by […]
The perils of live TV were once again on show on the venerable BBC yesterday when a weather reporter managed to mangle joggers with dog walkers and came up with doggers. BBC weather reporter Carol Kirkwood was reporting live from the beautiful Greenwich Park in London yesterday when she managed the red-faced clanger. “Good morning […]
The Women in Media Awards has always been about recognising the power of individuals. But B&T also shines a light on the best use of creativity and advertising to champion the promotion of women. It’s a relatively new category, ‘Best Ad Campaign – Championing the Equality Cause’, but its perhaps one of the most important […]