No Flash? No problem
Summary
Topics
Commentary - Adobe announced this week they will no longer be supporting Flash Player for browsers on mobile devices. Though disappointing for sure, it's not terribly surprising either as it never fulfilled its promise of seamless performance and usability. So should you be worried you won't be able to build and deliver rich, interactive mobile and tablet advertising campaigns now? My goodness, no.
It was almost bizarre to see the resurgence in this web standard after Flash had become the de facto format for digital advertising after 2002. But let's jump back to the year 2000 when PointRoll launched the first ever expandable, rich banner ad built for the theatrical release of Erin Brockovich (demo: http://tinyurl.com/7hbmppl). This was built using...You guessed it. HTML.
Though it was some basic functionality by today's standards with a rollover and a trailer, it still provided a new experience for consumers based on the web standard at the time.
Fast-forward to April 3, 2010. The iPad is released and PointRoll is serving four campaigns in applications that day. Highly interactive, extremely engaging with videos, galleries and things to swipe around the screen- all built with HTML5.
So what does the future hold for Flash? I imagine Flash eventually being used more as a creative tool than a delivery format. As Adobe continues to put more effort into exporting HTML5-ready assets from Flash Pro, it tells me the swf may be slowly dying for desktop, too. Tools like Adobe Edge and Sencha are quickly hitting the marketplace to provide designers an interface that will create experiences in a similar fashion to working within Flash Pro. Even content provider's video players are beginning to support HTML5 while members of the IAB are racing to add definitions to the VPAID standard to leverage JavaScript. And if ITV's and Gaming consoles eventually support the standard with an HTML5-supported browser environment, we'll see the final move away from Flash.
Whatever the outcome of the swf, connecting with consumers is still the end goal. And it should be comforting to know that there are marketing solutions companies, including PointRoll, that enable creativity and measurement in both formats to accommodate your needs.
biography
Todd Pasternack is Senior Director of Creative Technology at PointRoll.
Just In
Only a few think that it is needed.
Both HTML and Flash have it's strengths and weaknesses, developers should use the best tool for the job at hand. Even Google that is a big supporter of HTML5 realizes this. Google Music that they just launched used Adobe Flash, as the HTML5 audio is really quite buggy across browsers and still needs work. Google also used Flash for their Android Market movie rentals, since their is no DRM available in HTML5 video. Right tool for the right job.
You are forcing us to use it by developing your sites to use it. If I want to view a website that uses flash, I have to install flash. There is no choice there. It's buggy, slow, and you can do anything with html5/css/javascript that you can do in flash.
I do understand flash and have developed in it quite a bit. I know actionScript. I also know that it is slow, bloated, and buggy. I don't use it anymore. But I have to have it installed because others, like you apparently, do develop in it. Please stop and let it die.
But you fail to consider why he may still program in Flash. HTML 5 / CSS 3 still isn't stable yet. It varies quite a lot across different browsers, and simply breaks on older browsers. Flash is still one of the few web platforms that will render the same across nearly every browser and operating system...
that you are the person who has the trust to have the confidence to believe. That means you are a person who is worth to believe.Do not put yourelf into the
condition to cheat others and get others trust.
When I has the wonderful yellow vaider shoes on my
workplace.Believe that you are the person who has the different feelings in the emotions. Trust that you are the person who has the responsible for others.
Do not make yourself become the high-hat person who likes to wear the supra tk society blue shoes.If you supra skytop iii have the good emotions fro yourself in the life, you will fel very happy and become that you are th ehappy person.
I am so sad that now I am falling into the terrible feelings in the family conditions. I hope that I can change the conditions in my power, but I always fall into the fail conditions. I supra shoes for woman have tried to do my bset to cheap Supra Skytop III change the conditions, but I supra shoes for man always
fall into the cheap supra skytop fail.
Shame on you ZDNet. This is not anything resembling some sort of technical news or analysis - it is pure marketing fluff. How much did PointRoll pay to place this piece?
Join the conversation!
The best of ZDNet, delivered
ZDNet Newsletters
Get the best of ZDNet delivered straight to your inbox
Vendor Showcase
Facebook Activity
