From Flash to HTML5

The online advertising industry is seeing a rapid decline in the use of Flash creatives. Mainly due to the fact that users are shifting to mobile devices and browser support for Flash is declining. Recent statistics says only around 60% use a browser where flash is enabled by default.

Flash has up till now worked on most desktop browser but starting in September Chrome (approx 50% of all desktop browsers) will have a default setting to pause Flash which is provided from a third party which means the vast majority of all ads.

This change will most likely speed up change the change from Flash to HTLM5 and as a publisher you will receive more and more HTML5 creatives so here are some guidelines to help you out with this transformation.

HTML5 brings many advantages and, unlike Flash, it is supported in the most common browser platforms and devices. HTML5 also has fewer security vulnerabilities for hackers to exploit and a safer user experience for all. For the industry, HTML5 offers built-in access to native device features, allowing for even more creative ways for advertisers to get their marketing messages across.

So what do you need to do?

New creative specs

Other ad servers have suggested the following specifications and we believe the market benefits from aligned specifications:

Initial Load: asset files are immediately loaded when the ad tag is inserted in the page. Recommendation: Desktop/Tablet 150kB, Mobile (mWeb or In-App) 40kB

  • Typical old/current specifications set this at 40kB
  • Web 2.0 allows for a more engaging user experience, without slowing down the Publisher page load

Politely Loaded: All of the creative’s subsequent assets are loaded once the host webpage has completed loading. Recommendation: Desktop/Tablet 2MB, Mobile (mWeb or In-App) 300kB

  • Typical old/current specifications set this at 150kB
  • HTML5 allows richer features, but requires flexible size restrictions

How to handle HTML5 creatives

3rd party HTML5 creative

No action needed. Just keep booking third party creatives as you have done by adding the the tag in an HTML creative. You will probably not even notice the difference.

Self-contained HTML5 creative

An HTML5 creative in a single HTML file. Just book that as a normal HTML creative and instead of pasting the code you upload the entire file.

HTML5 creative bundle (normally in a zip-file)

From providers like Adobe Edge which many advertisers and agencies use you will often receive a bundle of files compressed into a zip file.

Just use our excellent new template called HTML5+ which you'll find in the bottom of the list of Server Side Templates. Just upload the zip file and follow instructions. For more information on the HTML5 template please read here

Flash creatives

If you would like to convert Flash creatives to HTML5 creatives there are a number of tools. Google has created one which is called Swiffy which you can use free of charge. The tool will convert the swf file to an HTML file, which you download to your computer and then upload as an HTML creative in Cxense Display. For more info on tracking with Swiffy creatives, please see here.

If you have any issues with your HTML5 creatives just reach out to our support team.

Cxense © 2012 | Support