Chrome has introduced a setting to speed up browsing and reduce power consumption on pages containing plug-in content, which includes Flash-based banner ads. As early as September, the setting will be enabled by default. For advertisers, this means that most Flash ads on Chrome will be paused unless the user initiates a click, regardless of which ad server you use.
Why Should You Care?
The majority of animating ads running through DSPs are still built in Flash and not HTML5. If Flash creative continues to be trafficked after this change, a drop in overall click performance should be expected as consumers will see a greyed out ad with the play button that needs to be clicked in order to start the animation/content (see visual below for your reference).
Other browsers have also added non-friendly rules for Flash whereas Apple’s Safari web browser forces users to download the Flash plugin and Mozilla Firefox’s default settings require users to opt in to see animations built in Flash every time they encounter them. Therefore, if all major browsers were to disable Flash immediately, roughly 84% of banners across the internet would not be viewable on desktop browsers. Chrome browsers represent 44.5% market share.
What Should You Do?
New display creative should be developed in HTML5 to run seamlessly across browsers and devices. Current campaign creative should be updated to HTML5 prior to September 1st.
Be aware that HTML5 file sizes tend to be heavier than Flash which does have implications on ad serving cost.
If you want to learn more about HTML5 creative development, click on this link https://www.pmg.com/blog/html-5-banners-part-1-introduction-moving-objects/