Google Video Ad Rules: Hello HTML5, Farewell Flash

Earlier this month, Google made two announcements that will greatly affect any advertiser who uses video content in their ads.

  • As of April 3, 2017 advertisers will no longer be able to upload any new Flash video ads across DoubleClick or AdWords.
  • As of July 3, 2017 will no longer allow Flash video ads to run across DoubleClick or AdWords.

So, what does this really mean? As Google makes the push to shift from Flash video ads to HTML5, it’s time you do the same. This move from Google should actually come as no surprise since it discussion around this topic began at the beginning of 2016. Due to a massive amount of ongoing bugs that cause problems with the Flash Player browser plugin, the internet giant has already done away with Flash-based display ads so it’s only natural that video ads would be next in the firing line. In our mobile-first world, the move is seen as a way to allow advertisers to reach audiences whose smart phones don’t support Flash.

Video Ads on Smart Phones and Flash

Android’s current operating system, Jelly Bean, does not support Flash (although its previous one did) and Apple’s iOS has never supported Flash. According to Apple’s blog post entitled “Thoughts on Flash”, Steve Jobs outlined six main reasons why Apple took an anti-Flash stance, the most important of those being Flash’s known reliability, performance and security issues, the amount of battery power Flash drains from mobile devices and the fact that Flash was developed for a world where PCs, not smartphones, were the device of choice.

Advertisers, Let’s Embrace HTML5

Although Flash was a staple for us when it came to including videos and animations the fact is that the honeymoon is over, and actually it has been for years. As we’ve moved more towards the mobile-first world, Flash just became a dinosaur. Adobe even stopped supporting in on mobile platforms back in 2011.

Using HTML5 gives us advertisers the peace of mind that whenever our ad is served, over any platform – apps, mobile and desktop - it will render and display beautifully. Because HTML5 is responsive, your video ad will be displayed in the right size regardless of the device it’s viewed on.

Switching from Flash to HTML5 Video Ads

If you’re an advertiser with your current video ads in Flash, you’ll need to make the switch, and do it soon. One option is to use a Flash to HTML5 converter but while this sounds like a quick fix, it actually has quite a few issues. Basically, it means that you will be wasting your time and money still creating Flash files which then have to be converted all the time. Plus, even though your video will be in the correct format, it is still limited to what Flash can offer as opposed to taking full advantage of HTML5 technology.

The best option is to re-create your video ads in the right format from the get-go so you can not only be compliant with Google’s new rules but also get the maximum benefit from HTML5’s advanced tech. At TheMotion, we’re already one step ahead of the competition. Any videos you create using our platform are already compliant with Google’s new standards. Our videos are, by default, created as MP4 files embedded in HTML5. This lets us take advantage of all of the tech aspects of HTML5 and lets you add your videos straight into Google DoubleClick or YouTube without having to give it a second thought!

With TheMotion, creating video ads takes just a few clicks once we help you setup your account. Plus, our platform lets you easily connect to our API, upload your entire product offering and render high-quality videos, hundreds or thousands of video ads while you enjoy a latte – seriously, it works that fast! And, because we believe you should be able to create videos at scale without breaking the bank, we have affordable options based on your needs.

So, advertisers, don’t despair. TheMotion is here and we can’t wait to help you make video ad magic. What are you waiting for? Let’s chat!