B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • WPP
  • B&T Women in Media
  • AFL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • Anthony Albanese
  • imaa
  • Meta
  • ARN
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Will Flash Be Killed Off Completely?
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Will Flash Be Killed Off Completely?
Media

Will Flash Be Killed Off Completely?

Tom Sadler
Published on: 14th August 2015 at 4:41 PM
Tom Sadler
Share
3 Min Read
SHARE

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.

Tom Sadler
Tom Sadler

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.

ChromeSettings

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.

News Ninemsn

 

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.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: #BrandNameASong, ad viewability
Share
By Tom Sadler
Follow:
I’m a highly motivated professional with over 10 years sales and 8 years digital marketing experience across a variety of verticals. My passion has always been digital. I have good experience in solution selling to major Australian corporate companies and media agencies. I’m extremely interested in all things web. I’m a subscriber to and regular reader of B&T and Adnews. I also follow a number of media focused blogs. My interests within the vertical include Social Media, SEO, SEM, UI / User Experience, Display Advertising and Mobile. Along with my extensive sales skills I have a BSc Computing so this gives me a deep understanding of the technical scope and also the limitations of the internet. Specialties: Sales negotiation, SEO, SEM, recruitment, advertising networks, email marketing, banner advertising, social media, new business development, sales presentations, appointment setting, account management, Web 2.0, monetization of websites. Check out my Agency M blog http://www.agencym.com.au/blog/author/tomsadler/

Latest News

NSW Blues & Adidas Kick-Off Game III With ‘House Of Blue’
04/07/2025
TV Ratings (03/07/2025): Nearly 800K Tune In For Joanna Lumley’s ‘Absolutely Fabulous’ Danube Tour
04/07/2025
Google’s Veo 3 Being Used To Create Racist Videos For Social
04/07/2025
Enrichd Group & Greg Inglis Launch ‘Stick With It’ Mental Health Movement
04/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?