We’re a mobile world now. You definitely, in no uncertain terms, absolutely must be thinking cross-platform when designing digital ads. And as we’ve noted previously, if you want your ads to be supported on all screens, you should immediately stop using Flash and start using HTML5.
If you’re thinking you can squeak by and avoid the HTML5 revolution, you’re thinking of it wrong. The revolution has been fought. Flash lost. In an open letter published on the IAB’s website, some of the world’s largest media companies are urging the shift:
Signed by the likes of Conde Nast, IDG, Forbes, Google, The New York Times, and The Wall Street Journal, it might as well be a death certificate for Flash.
And it doesn’t stop there, in just a few days on Sept 1 Amazon.com will no longer accept Flash ads across its owned and operated domains:
HTML5 for Digital Ads: Don’t be a Laggard
This is going to be a challenge. HTML5 is the province of developers, not of designers. Flash is built with a graphical development tool akin to Photoshop or Illustrator. Designers are used to this, visual workers Flash allowed them to create beautiful interactive ads. HTML5 relies on code to deliver ads. Companies will have to hire web developers to support the transition.
At Madison Logic, we point those who are faced with this challenge to the IAB’s guide, HTML5 for Digital Advertising 1.0: Guidance for Ad Designers & Creative Technologists. According to the document abstract:
As a famous singer once sang, the times they are a’changin’. But at least you don’t have to go it alone, we’re all in this together. It’s going to be an interesting fall.