switching from flash to html5 banner ads
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SWITCHING FROM FLASH TO HTML5 BANNER ADS
SWITCHING FROM FLASH TO HTML5 BANNER ADS 2
SWITCHING FROM FLASH TO HTML5 BANNER ADS
A Brief History of Flash
Debuted as FutureSplash Animator in 1995 ndash originally
a drawing application developed for pen-based
computing devices
Acquired by Macromedia in 1996 and rebranded as
Macromedia Flash
Flash Player distributed as a free browser plugin in
order to gain market share
ndash Quick easy download and preinstalled on most operating
systems
ndash Backwards-compatible
ndash Write once run everywhere on single consistent platform
ndash Reached 99+ adoption rate on desktop devices by 2000
Macromedia acquired by Adobe in 2005
3
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Flash vs Flash Player
Flash Professional CC ndash the graphics and animation authoring tool sold by
Adobe
ndash Source code saved as FLA files
ndash Compiles (ldquopublishesrdquo) code and assets into compressed SWF files
Flash Player ndash the free browser plugin
ndash Loads and runs SWF files
ndash Chrome and IE now ship with specially-maintained versions
4
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Golden Years 2000 to 2007
Seemingly overnight Flash was ubiquitous
ndash Animation ndash online and offline
ndash Video ndash one format instead of three(Real Windows Media QuickTime)
ndash Rich Internet Applications ndash Flex
ndash Games
ndash Banner advertising ndash evolution fromanimated GIFs to Rich Media
ndash Early mobile devices
Early criticism failed to make a dent
ndash Gratuitous usage (ldquoskip intrordquo)
ndash Format not an official open standard
ndash Vendor lock-in
ndash Accessibility
ndash Performance
5
SWITCHING FROM FLASH TO HTML5 BANNER ADS 6
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 1 2007-2010
Applersquos iPhone launched in 2007 without Flash Player included as did the iPad in 2010
Steve Jobsrsquo ldquoThoughts on Flashrdquo
ndash Flash is proprietary a closed system
ndash Not needed to experience the full web
ndash Unreliable insecure poor performance
ndash Impact on battery life
ndash Lack of touch support
ndash Would erode Applersquos (quality) control over iOS platform
Adobe was never really able to smooth over performance battery and security issues on mobile
Explosive growth of iPhone and iPad led to first major industry-wide push to minimize or end use of Flash and support standards-based content and technologies
Primacy Lunch and Learn 7
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Browser makers have made huge strides in building more robust native
functionality ndash HTML5 CSS3 ES6
Key sites like YouTube have switched to HTML5 playback by default
8
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Flash Player has long record of critical security updates aimed at patching
Flash vulnerabilities and Flash malware marked increase in exploits over the
years
ndash Issues have resulted in many security experts advising against installing Flash or
suggesting that internet users employ tools to block Flash
At the same time more intrusive advertising has spurred development of ad
blockers and more granular browser plugin control
ndash AdBlock Adblock Plus uBlock Ghostery
ndash ldquoClick-to-activaterdquo feature in Chrome Firefox Safari
In July Mozilla actively blocked all unpatched versions of Flash by default in
Firefox
Facebooks security chief publicly called for Adobe to declare an end-of-life
date for Flash
9
SWITCHING FROM FLASH TO HTML5 BANNER ADS
D-Day September 2015
In June under the title of ldquoBetter battery
life for your laptoprdquo Google announced
that an update to Chrome would
ldquointelligently pause content (like
Flash animations) that arenrsquot central
to the webpage while keeping central
content (like a video) playing without
interruptionrdquo
Update to be automatically rolled out
with Chrome 45 in September
10
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Solution Options
Backup GIF
Automated conversion to HTML5 Canvas using Google Swiffy
ndash Fast works OK for simple animations
ndash More complex banners may not convert properly results not easily editable
Animated GIF
Export from Flash to HTML5 Canvas using Flash Professional CC
ndash Potential to reuse original FLA assets
Rebuild in HTML5 with JavaScriptCSS
ndash Code by hand or with tools like Google Web Designer and Adobe Edge Animate CC
11
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Advantages to HTML5 Banners
Broad reach - desktop tablet smartphone
ndash Chrome Firefox Safari Opera IE9+
ndash IE8 ndash no HTML5 support so backup GIF displayed
Native to browser ndash stability security
Rapid browser development cycles and automatic updates ndash continual
addition of features and improvements in performance
Support for animation video audio interactivity
Potential lower barrier to entry ndash shift from specialized Flash designers to
more abundant frontend developers
Plenty of free and low-cost tools for working with HTMLCSSJavaScript
12
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Disadvantages to HTML5 Banners
Lack of robust popular visual authoring tool
Larger file sizes ndash 120k to 200k
More time to develop more time to QA ndash browser compatibility is now a factor
No well-established advertising industry standards yet
ndash Which technologiesformats to use ndash CSS animations jQuery GSAP Canvas SVG etc
ndash Accepted sizes Font licensing
Dependency on publisher support and updated docs specs templates
Animation and media features still not at parity with Flash ndash Gallery 1 2
ndash Certain effects that are easy in Flash are virtually impossible in HTML5
ndash Set expectations for designers and clients
Quality concerns due to fewer HTML5 banner experts with motion graphics experience
13
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Road Ahead
14
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
SWITCHING FROM FLASH TO HTML5 BANNER ADS 2
SWITCHING FROM FLASH TO HTML5 BANNER ADS
A Brief History of Flash
Debuted as FutureSplash Animator in 1995 ndash originally
a drawing application developed for pen-based
computing devices
Acquired by Macromedia in 1996 and rebranded as
Macromedia Flash
Flash Player distributed as a free browser plugin in
order to gain market share
ndash Quick easy download and preinstalled on most operating
systems
ndash Backwards-compatible
ndash Write once run everywhere on single consistent platform
ndash Reached 99+ adoption rate on desktop devices by 2000
Macromedia acquired by Adobe in 2005
3
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Flash vs Flash Player
Flash Professional CC ndash the graphics and animation authoring tool sold by
Adobe
ndash Source code saved as FLA files
ndash Compiles (ldquopublishesrdquo) code and assets into compressed SWF files
Flash Player ndash the free browser plugin
ndash Loads and runs SWF files
ndash Chrome and IE now ship with specially-maintained versions
4
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Golden Years 2000 to 2007
Seemingly overnight Flash was ubiquitous
ndash Animation ndash online and offline
ndash Video ndash one format instead of three(Real Windows Media QuickTime)
ndash Rich Internet Applications ndash Flex
ndash Games
ndash Banner advertising ndash evolution fromanimated GIFs to Rich Media
ndash Early mobile devices
Early criticism failed to make a dent
ndash Gratuitous usage (ldquoskip intrordquo)
ndash Format not an official open standard
ndash Vendor lock-in
ndash Accessibility
ndash Performance
5
SWITCHING FROM FLASH TO HTML5 BANNER ADS 6
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 1 2007-2010
Applersquos iPhone launched in 2007 without Flash Player included as did the iPad in 2010
Steve Jobsrsquo ldquoThoughts on Flashrdquo
ndash Flash is proprietary a closed system
ndash Not needed to experience the full web
ndash Unreliable insecure poor performance
ndash Impact on battery life
ndash Lack of touch support
ndash Would erode Applersquos (quality) control over iOS platform
Adobe was never really able to smooth over performance battery and security issues on mobile
Explosive growth of iPhone and iPad led to first major industry-wide push to minimize or end use of Flash and support standards-based content and technologies
Primacy Lunch and Learn 7
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Browser makers have made huge strides in building more robust native
functionality ndash HTML5 CSS3 ES6
Key sites like YouTube have switched to HTML5 playback by default
8
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Flash Player has long record of critical security updates aimed at patching
Flash vulnerabilities and Flash malware marked increase in exploits over the
years
ndash Issues have resulted in many security experts advising against installing Flash or
suggesting that internet users employ tools to block Flash
At the same time more intrusive advertising has spurred development of ad
blockers and more granular browser plugin control
ndash AdBlock Adblock Plus uBlock Ghostery
ndash ldquoClick-to-activaterdquo feature in Chrome Firefox Safari
In July Mozilla actively blocked all unpatched versions of Flash by default in
Firefox
Facebooks security chief publicly called for Adobe to declare an end-of-life
date for Flash
9
SWITCHING FROM FLASH TO HTML5 BANNER ADS
D-Day September 2015
In June under the title of ldquoBetter battery
life for your laptoprdquo Google announced
that an update to Chrome would
ldquointelligently pause content (like
Flash animations) that arenrsquot central
to the webpage while keeping central
content (like a video) playing without
interruptionrdquo
Update to be automatically rolled out
with Chrome 45 in September
10
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Solution Options
Backup GIF
Automated conversion to HTML5 Canvas using Google Swiffy
ndash Fast works OK for simple animations
ndash More complex banners may not convert properly results not easily editable
Animated GIF
Export from Flash to HTML5 Canvas using Flash Professional CC
ndash Potential to reuse original FLA assets
Rebuild in HTML5 with JavaScriptCSS
ndash Code by hand or with tools like Google Web Designer and Adobe Edge Animate CC
11
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Advantages to HTML5 Banners
Broad reach - desktop tablet smartphone
ndash Chrome Firefox Safari Opera IE9+
ndash IE8 ndash no HTML5 support so backup GIF displayed
Native to browser ndash stability security
Rapid browser development cycles and automatic updates ndash continual
addition of features and improvements in performance
Support for animation video audio interactivity
Potential lower barrier to entry ndash shift from specialized Flash designers to
more abundant frontend developers
Plenty of free and low-cost tools for working with HTMLCSSJavaScript
12
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Disadvantages to HTML5 Banners
Lack of robust popular visual authoring tool
Larger file sizes ndash 120k to 200k
More time to develop more time to QA ndash browser compatibility is now a factor
No well-established advertising industry standards yet
ndash Which technologiesformats to use ndash CSS animations jQuery GSAP Canvas SVG etc
ndash Accepted sizes Font licensing
Dependency on publisher support and updated docs specs templates
Animation and media features still not at parity with Flash ndash Gallery 1 2
ndash Certain effects that are easy in Flash are virtually impossible in HTML5
ndash Set expectations for designers and clients
Quality concerns due to fewer HTML5 banner experts with motion graphics experience
13
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Road Ahead
14
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
SWITCHING FROM FLASH TO HTML5 BANNER ADS
A Brief History of Flash
Debuted as FutureSplash Animator in 1995 ndash originally
a drawing application developed for pen-based
computing devices
Acquired by Macromedia in 1996 and rebranded as
Macromedia Flash
Flash Player distributed as a free browser plugin in
order to gain market share
ndash Quick easy download and preinstalled on most operating
systems
ndash Backwards-compatible
ndash Write once run everywhere on single consistent platform
ndash Reached 99+ adoption rate on desktop devices by 2000
Macromedia acquired by Adobe in 2005
3
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Flash vs Flash Player
Flash Professional CC ndash the graphics and animation authoring tool sold by
Adobe
ndash Source code saved as FLA files
ndash Compiles (ldquopublishesrdquo) code and assets into compressed SWF files
Flash Player ndash the free browser plugin
ndash Loads and runs SWF files
ndash Chrome and IE now ship with specially-maintained versions
4
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Golden Years 2000 to 2007
Seemingly overnight Flash was ubiquitous
ndash Animation ndash online and offline
ndash Video ndash one format instead of three(Real Windows Media QuickTime)
ndash Rich Internet Applications ndash Flex
ndash Games
ndash Banner advertising ndash evolution fromanimated GIFs to Rich Media
ndash Early mobile devices
Early criticism failed to make a dent
ndash Gratuitous usage (ldquoskip intrordquo)
ndash Format not an official open standard
ndash Vendor lock-in
ndash Accessibility
ndash Performance
5
SWITCHING FROM FLASH TO HTML5 BANNER ADS 6
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 1 2007-2010
Applersquos iPhone launched in 2007 without Flash Player included as did the iPad in 2010
Steve Jobsrsquo ldquoThoughts on Flashrdquo
ndash Flash is proprietary a closed system
ndash Not needed to experience the full web
ndash Unreliable insecure poor performance
ndash Impact on battery life
ndash Lack of touch support
ndash Would erode Applersquos (quality) control over iOS platform
Adobe was never really able to smooth over performance battery and security issues on mobile
Explosive growth of iPhone and iPad led to first major industry-wide push to minimize or end use of Flash and support standards-based content and technologies
Primacy Lunch and Learn 7
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Browser makers have made huge strides in building more robust native
functionality ndash HTML5 CSS3 ES6
Key sites like YouTube have switched to HTML5 playback by default
8
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Flash Player has long record of critical security updates aimed at patching
Flash vulnerabilities and Flash malware marked increase in exploits over the
years
ndash Issues have resulted in many security experts advising against installing Flash or
suggesting that internet users employ tools to block Flash
At the same time more intrusive advertising has spurred development of ad
blockers and more granular browser plugin control
ndash AdBlock Adblock Plus uBlock Ghostery
ndash ldquoClick-to-activaterdquo feature in Chrome Firefox Safari
In July Mozilla actively blocked all unpatched versions of Flash by default in
Firefox
Facebooks security chief publicly called for Adobe to declare an end-of-life
date for Flash
9
SWITCHING FROM FLASH TO HTML5 BANNER ADS
D-Day September 2015
In June under the title of ldquoBetter battery
life for your laptoprdquo Google announced
that an update to Chrome would
ldquointelligently pause content (like
Flash animations) that arenrsquot central
to the webpage while keeping central
content (like a video) playing without
interruptionrdquo
Update to be automatically rolled out
with Chrome 45 in September
10
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Solution Options
Backup GIF
Automated conversion to HTML5 Canvas using Google Swiffy
ndash Fast works OK for simple animations
ndash More complex banners may not convert properly results not easily editable
Animated GIF
Export from Flash to HTML5 Canvas using Flash Professional CC
ndash Potential to reuse original FLA assets
Rebuild in HTML5 with JavaScriptCSS
ndash Code by hand or with tools like Google Web Designer and Adobe Edge Animate CC
11
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Advantages to HTML5 Banners
Broad reach - desktop tablet smartphone
ndash Chrome Firefox Safari Opera IE9+
ndash IE8 ndash no HTML5 support so backup GIF displayed
Native to browser ndash stability security
Rapid browser development cycles and automatic updates ndash continual
addition of features and improvements in performance
Support for animation video audio interactivity
Potential lower barrier to entry ndash shift from specialized Flash designers to
more abundant frontend developers
Plenty of free and low-cost tools for working with HTMLCSSJavaScript
12
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Disadvantages to HTML5 Banners
Lack of robust popular visual authoring tool
Larger file sizes ndash 120k to 200k
More time to develop more time to QA ndash browser compatibility is now a factor
No well-established advertising industry standards yet
ndash Which technologiesformats to use ndash CSS animations jQuery GSAP Canvas SVG etc
ndash Accepted sizes Font licensing
Dependency on publisher support and updated docs specs templates
Animation and media features still not at parity with Flash ndash Gallery 1 2
ndash Certain effects that are easy in Flash are virtually impossible in HTML5
ndash Set expectations for designers and clients
Quality concerns due to fewer HTML5 banner experts with motion graphics experience
13
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Road Ahead
14
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Flash vs Flash Player
Flash Professional CC ndash the graphics and animation authoring tool sold by
Adobe
ndash Source code saved as FLA files
ndash Compiles (ldquopublishesrdquo) code and assets into compressed SWF files
Flash Player ndash the free browser plugin
ndash Loads and runs SWF files
ndash Chrome and IE now ship with specially-maintained versions
4
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Golden Years 2000 to 2007
Seemingly overnight Flash was ubiquitous
ndash Animation ndash online and offline
ndash Video ndash one format instead of three(Real Windows Media QuickTime)
ndash Rich Internet Applications ndash Flex
ndash Games
ndash Banner advertising ndash evolution fromanimated GIFs to Rich Media
ndash Early mobile devices
Early criticism failed to make a dent
ndash Gratuitous usage (ldquoskip intrordquo)
ndash Format not an official open standard
ndash Vendor lock-in
ndash Accessibility
ndash Performance
5
SWITCHING FROM FLASH TO HTML5 BANNER ADS 6
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 1 2007-2010
Applersquos iPhone launched in 2007 without Flash Player included as did the iPad in 2010
Steve Jobsrsquo ldquoThoughts on Flashrdquo
ndash Flash is proprietary a closed system
ndash Not needed to experience the full web
ndash Unreliable insecure poor performance
ndash Impact on battery life
ndash Lack of touch support
ndash Would erode Applersquos (quality) control over iOS platform
Adobe was never really able to smooth over performance battery and security issues on mobile
Explosive growth of iPhone and iPad led to first major industry-wide push to minimize or end use of Flash and support standards-based content and technologies
Primacy Lunch and Learn 7
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Browser makers have made huge strides in building more robust native
functionality ndash HTML5 CSS3 ES6
Key sites like YouTube have switched to HTML5 playback by default
8
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Flash Player has long record of critical security updates aimed at patching
Flash vulnerabilities and Flash malware marked increase in exploits over the
years
ndash Issues have resulted in many security experts advising against installing Flash or
suggesting that internet users employ tools to block Flash
At the same time more intrusive advertising has spurred development of ad
blockers and more granular browser plugin control
ndash AdBlock Adblock Plus uBlock Ghostery
ndash ldquoClick-to-activaterdquo feature in Chrome Firefox Safari
In July Mozilla actively blocked all unpatched versions of Flash by default in
Firefox
Facebooks security chief publicly called for Adobe to declare an end-of-life
date for Flash
9
SWITCHING FROM FLASH TO HTML5 BANNER ADS
D-Day September 2015
In June under the title of ldquoBetter battery
life for your laptoprdquo Google announced
that an update to Chrome would
ldquointelligently pause content (like
Flash animations) that arenrsquot central
to the webpage while keeping central
content (like a video) playing without
interruptionrdquo
Update to be automatically rolled out
with Chrome 45 in September
10
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Solution Options
Backup GIF
Automated conversion to HTML5 Canvas using Google Swiffy
ndash Fast works OK for simple animations
ndash More complex banners may not convert properly results not easily editable
Animated GIF
Export from Flash to HTML5 Canvas using Flash Professional CC
ndash Potential to reuse original FLA assets
Rebuild in HTML5 with JavaScriptCSS
ndash Code by hand or with tools like Google Web Designer and Adobe Edge Animate CC
11
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Advantages to HTML5 Banners
Broad reach - desktop tablet smartphone
ndash Chrome Firefox Safari Opera IE9+
ndash IE8 ndash no HTML5 support so backup GIF displayed
Native to browser ndash stability security
Rapid browser development cycles and automatic updates ndash continual
addition of features and improvements in performance
Support for animation video audio interactivity
Potential lower barrier to entry ndash shift from specialized Flash designers to
more abundant frontend developers
Plenty of free and low-cost tools for working with HTMLCSSJavaScript
12
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Disadvantages to HTML5 Banners
Lack of robust popular visual authoring tool
Larger file sizes ndash 120k to 200k
More time to develop more time to QA ndash browser compatibility is now a factor
No well-established advertising industry standards yet
ndash Which technologiesformats to use ndash CSS animations jQuery GSAP Canvas SVG etc
ndash Accepted sizes Font licensing
Dependency on publisher support and updated docs specs templates
Animation and media features still not at parity with Flash ndash Gallery 1 2
ndash Certain effects that are easy in Flash are virtually impossible in HTML5
ndash Set expectations for designers and clients
Quality concerns due to fewer HTML5 banner experts with motion graphics experience
13
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Road Ahead
14
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Golden Years 2000 to 2007
Seemingly overnight Flash was ubiquitous
ndash Animation ndash online and offline
ndash Video ndash one format instead of three(Real Windows Media QuickTime)
ndash Rich Internet Applications ndash Flex
ndash Games
ndash Banner advertising ndash evolution fromanimated GIFs to Rich Media
ndash Early mobile devices
Early criticism failed to make a dent
ndash Gratuitous usage (ldquoskip intrordquo)
ndash Format not an official open standard
ndash Vendor lock-in
ndash Accessibility
ndash Performance
5
SWITCHING FROM FLASH TO HTML5 BANNER ADS 6
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 1 2007-2010
Applersquos iPhone launched in 2007 without Flash Player included as did the iPad in 2010
Steve Jobsrsquo ldquoThoughts on Flashrdquo
ndash Flash is proprietary a closed system
ndash Not needed to experience the full web
ndash Unreliable insecure poor performance
ndash Impact on battery life
ndash Lack of touch support
ndash Would erode Applersquos (quality) control over iOS platform
Adobe was never really able to smooth over performance battery and security issues on mobile
Explosive growth of iPhone and iPad led to first major industry-wide push to minimize or end use of Flash and support standards-based content and technologies
Primacy Lunch and Learn 7
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Browser makers have made huge strides in building more robust native
functionality ndash HTML5 CSS3 ES6
Key sites like YouTube have switched to HTML5 playback by default
8
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Flash Player has long record of critical security updates aimed at patching
Flash vulnerabilities and Flash malware marked increase in exploits over the
years
ndash Issues have resulted in many security experts advising against installing Flash or
suggesting that internet users employ tools to block Flash
At the same time more intrusive advertising has spurred development of ad
blockers and more granular browser plugin control
ndash AdBlock Adblock Plus uBlock Ghostery
ndash ldquoClick-to-activaterdquo feature in Chrome Firefox Safari
In July Mozilla actively blocked all unpatched versions of Flash by default in
Firefox
Facebooks security chief publicly called for Adobe to declare an end-of-life
date for Flash
9
SWITCHING FROM FLASH TO HTML5 BANNER ADS
D-Day September 2015
In June under the title of ldquoBetter battery
life for your laptoprdquo Google announced
that an update to Chrome would
ldquointelligently pause content (like
Flash animations) that arenrsquot central
to the webpage while keeping central
content (like a video) playing without
interruptionrdquo
Update to be automatically rolled out
with Chrome 45 in September
10
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Solution Options
Backup GIF
Automated conversion to HTML5 Canvas using Google Swiffy
ndash Fast works OK for simple animations
ndash More complex banners may not convert properly results not easily editable
Animated GIF
Export from Flash to HTML5 Canvas using Flash Professional CC
ndash Potential to reuse original FLA assets
Rebuild in HTML5 with JavaScriptCSS
ndash Code by hand or with tools like Google Web Designer and Adobe Edge Animate CC
11
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Advantages to HTML5 Banners
Broad reach - desktop tablet smartphone
ndash Chrome Firefox Safari Opera IE9+
ndash IE8 ndash no HTML5 support so backup GIF displayed
Native to browser ndash stability security
Rapid browser development cycles and automatic updates ndash continual
addition of features and improvements in performance
Support for animation video audio interactivity
Potential lower barrier to entry ndash shift from specialized Flash designers to
more abundant frontend developers
Plenty of free and low-cost tools for working with HTMLCSSJavaScript
12
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Disadvantages to HTML5 Banners
Lack of robust popular visual authoring tool
Larger file sizes ndash 120k to 200k
More time to develop more time to QA ndash browser compatibility is now a factor
No well-established advertising industry standards yet
ndash Which technologiesformats to use ndash CSS animations jQuery GSAP Canvas SVG etc
ndash Accepted sizes Font licensing
Dependency on publisher support and updated docs specs templates
Animation and media features still not at parity with Flash ndash Gallery 1 2
ndash Certain effects that are easy in Flash are virtually impossible in HTML5
ndash Set expectations for designers and clients
Quality concerns due to fewer HTML5 banner experts with motion graphics experience
13
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Road Ahead
14
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
SWITCHING FROM FLASH TO HTML5 BANNER ADS 6
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 1 2007-2010
Applersquos iPhone launched in 2007 without Flash Player included as did the iPad in 2010
Steve Jobsrsquo ldquoThoughts on Flashrdquo
ndash Flash is proprietary a closed system
ndash Not needed to experience the full web
ndash Unreliable insecure poor performance
ndash Impact on battery life
ndash Lack of touch support
ndash Would erode Applersquos (quality) control over iOS platform
Adobe was never really able to smooth over performance battery and security issues on mobile
Explosive growth of iPhone and iPad led to first major industry-wide push to minimize or end use of Flash and support standards-based content and technologies
Primacy Lunch and Learn 7
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Browser makers have made huge strides in building more robust native
functionality ndash HTML5 CSS3 ES6
Key sites like YouTube have switched to HTML5 playback by default
8
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Flash Player has long record of critical security updates aimed at patching
Flash vulnerabilities and Flash malware marked increase in exploits over the
years
ndash Issues have resulted in many security experts advising against installing Flash or
suggesting that internet users employ tools to block Flash
At the same time more intrusive advertising has spurred development of ad
blockers and more granular browser plugin control
ndash AdBlock Adblock Plus uBlock Ghostery
ndash ldquoClick-to-activaterdquo feature in Chrome Firefox Safari
In July Mozilla actively blocked all unpatched versions of Flash by default in
Firefox
Facebooks security chief publicly called for Adobe to declare an end-of-life
date for Flash
9
SWITCHING FROM FLASH TO HTML5 BANNER ADS
D-Day September 2015
In June under the title of ldquoBetter battery
life for your laptoprdquo Google announced
that an update to Chrome would
ldquointelligently pause content (like
Flash animations) that arenrsquot central
to the webpage while keeping central
content (like a video) playing without
interruptionrdquo
Update to be automatically rolled out
with Chrome 45 in September
10
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Solution Options
Backup GIF
Automated conversion to HTML5 Canvas using Google Swiffy
ndash Fast works OK for simple animations
ndash More complex banners may not convert properly results not easily editable
Animated GIF
Export from Flash to HTML5 Canvas using Flash Professional CC
ndash Potential to reuse original FLA assets
Rebuild in HTML5 with JavaScriptCSS
ndash Code by hand or with tools like Google Web Designer and Adobe Edge Animate CC
11
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Advantages to HTML5 Banners
Broad reach - desktop tablet smartphone
ndash Chrome Firefox Safari Opera IE9+
ndash IE8 ndash no HTML5 support so backup GIF displayed
Native to browser ndash stability security
Rapid browser development cycles and automatic updates ndash continual
addition of features and improvements in performance
Support for animation video audio interactivity
Potential lower barrier to entry ndash shift from specialized Flash designers to
more abundant frontend developers
Plenty of free and low-cost tools for working with HTMLCSSJavaScript
12
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Disadvantages to HTML5 Banners
Lack of robust popular visual authoring tool
Larger file sizes ndash 120k to 200k
More time to develop more time to QA ndash browser compatibility is now a factor
No well-established advertising industry standards yet
ndash Which technologiesformats to use ndash CSS animations jQuery GSAP Canvas SVG etc
ndash Accepted sizes Font licensing
Dependency on publisher support and updated docs specs templates
Animation and media features still not at parity with Flash ndash Gallery 1 2
ndash Certain effects that are easy in Flash are virtually impossible in HTML5
ndash Set expectations for designers and clients
Quality concerns due to fewer HTML5 banner experts with motion graphics experience
13
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Road Ahead
14
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 1 2007-2010
Applersquos iPhone launched in 2007 without Flash Player included as did the iPad in 2010
Steve Jobsrsquo ldquoThoughts on Flashrdquo
ndash Flash is proprietary a closed system
ndash Not needed to experience the full web
ndash Unreliable insecure poor performance
ndash Impact on battery life
ndash Lack of touch support
ndash Would erode Applersquos (quality) control over iOS platform
Adobe was never really able to smooth over performance battery and security issues on mobile
Explosive growth of iPhone and iPad led to first major industry-wide push to minimize or end use of Flash and support standards-based content and technologies
Primacy Lunch and Learn 7
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Browser makers have made huge strides in building more robust native
functionality ndash HTML5 CSS3 ES6
Key sites like YouTube have switched to HTML5 playback by default
8
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Flash Player has long record of critical security updates aimed at patching
Flash vulnerabilities and Flash malware marked increase in exploits over the
years
ndash Issues have resulted in many security experts advising against installing Flash or
suggesting that internet users employ tools to block Flash
At the same time more intrusive advertising has spurred development of ad
blockers and more granular browser plugin control
ndash AdBlock Adblock Plus uBlock Ghostery
ndash ldquoClick-to-activaterdquo feature in Chrome Firefox Safari
In July Mozilla actively blocked all unpatched versions of Flash by default in
Firefox
Facebooks security chief publicly called for Adobe to declare an end-of-life
date for Flash
9
SWITCHING FROM FLASH TO HTML5 BANNER ADS
D-Day September 2015
In June under the title of ldquoBetter battery
life for your laptoprdquo Google announced
that an update to Chrome would
ldquointelligently pause content (like
Flash animations) that arenrsquot central
to the webpage while keeping central
content (like a video) playing without
interruptionrdquo
Update to be automatically rolled out
with Chrome 45 in September
10
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Solution Options
Backup GIF
Automated conversion to HTML5 Canvas using Google Swiffy
ndash Fast works OK for simple animations
ndash More complex banners may not convert properly results not easily editable
Animated GIF
Export from Flash to HTML5 Canvas using Flash Professional CC
ndash Potential to reuse original FLA assets
Rebuild in HTML5 with JavaScriptCSS
ndash Code by hand or with tools like Google Web Designer and Adobe Edge Animate CC
11
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Advantages to HTML5 Banners
Broad reach - desktop tablet smartphone
ndash Chrome Firefox Safari Opera IE9+
ndash IE8 ndash no HTML5 support so backup GIF displayed
Native to browser ndash stability security
Rapid browser development cycles and automatic updates ndash continual
addition of features and improvements in performance
Support for animation video audio interactivity
Potential lower barrier to entry ndash shift from specialized Flash designers to
more abundant frontend developers
Plenty of free and low-cost tools for working with HTMLCSSJavaScript
12
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Disadvantages to HTML5 Banners
Lack of robust popular visual authoring tool
Larger file sizes ndash 120k to 200k
More time to develop more time to QA ndash browser compatibility is now a factor
No well-established advertising industry standards yet
ndash Which technologiesformats to use ndash CSS animations jQuery GSAP Canvas SVG etc
ndash Accepted sizes Font licensing
Dependency on publisher support and updated docs specs templates
Animation and media features still not at parity with Flash ndash Gallery 1 2
ndash Certain effects that are easy in Flash are virtually impossible in HTML5
ndash Set expectations for designers and clients
Quality concerns due to fewer HTML5 banner experts with motion graphics experience
13
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Road Ahead
14
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Browser makers have made huge strides in building more robust native
functionality ndash HTML5 CSS3 ES6
Key sites like YouTube have switched to HTML5 playback by default
8
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Flash Player has long record of critical security updates aimed at patching
Flash vulnerabilities and Flash malware marked increase in exploits over the
years
ndash Issues have resulted in many security experts advising against installing Flash or
suggesting that internet users employ tools to block Flash
At the same time more intrusive advertising has spurred development of ad
blockers and more granular browser plugin control
ndash AdBlock Adblock Plus uBlock Ghostery
ndash ldquoClick-to-activaterdquo feature in Chrome Firefox Safari
In July Mozilla actively blocked all unpatched versions of Flash by default in
Firefox
Facebooks security chief publicly called for Adobe to declare an end-of-life
date for Flash
9
SWITCHING FROM FLASH TO HTML5 BANNER ADS
D-Day September 2015
In June under the title of ldquoBetter battery
life for your laptoprdquo Google announced
that an update to Chrome would
ldquointelligently pause content (like
Flash animations) that arenrsquot central
to the webpage while keeping central
content (like a video) playing without
interruptionrdquo
Update to be automatically rolled out
with Chrome 45 in September
10
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Solution Options
Backup GIF
Automated conversion to HTML5 Canvas using Google Swiffy
ndash Fast works OK for simple animations
ndash More complex banners may not convert properly results not easily editable
Animated GIF
Export from Flash to HTML5 Canvas using Flash Professional CC
ndash Potential to reuse original FLA assets
Rebuild in HTML5 with JavaScriptCSS
ndash Code by hand or with tools like Google Web Designer and Adobe Edge Animate CC
11
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Advantages to HTML5 Banners
Broad reach - desktop tablet smartphone
ndash Chrome Firefox Safari Opera IE9+
ndash IE8 ndash no HTML5 support so backup GIF displayed
Native to browser ndash stability security
Rapid browser development cycles and automatic updates ndash continual
addition of features and improvements in performance
Support for animation video audio interactivity
Potential lower barrier to entry ndash shift from specialized Flash designers to
more abundant frontend developers
Plenty of free and low-cost tools for working with HTMLCSSJavaScript
12
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Disadvantages to HTML5 Banners
Lack of robust popular visual authoring tool
Larger file sizes ndash 120k to 200k
More time to develop more time to QA ndash browser compatibility is now a factor
No well-established advertising industry standards yet
ndash Which technologiesformats to use ndash CSS animations jQuery GSAP Canvas SVG etc
ndash Accepted sizes Font licensing
Dependency on publisher support and updated docs specs templates
Animation and media features still not at parity with Flash ndash Gallery 1 2
ndash Certain effects that are easy in Flash are virtually impossible in HTML5
ndash Set expectations for designers and clients
Quality concerns due to fewer HTML5 banner experts with motion graphics experience
13
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Road Ahead
14
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Demise of Flash Part 2 2015
Flash Player has long record of critical security updates aimed at patching
Flash vulnerabilities and Flash malware marked increase in exploits over the
years
ndash Issues have resulted in many security experts advising against installing Flash or
suggesting that internet users employ tools to block Flash
At the same time more intrusive advertising has spurred development of ad
blockers and more granular browser plugin control
ndash AdBlock Adblock Plus uBlock Ghostery
ndash ldquoClick-to-activaterdquo feature in Chrome Firefox Safari
In July Mozilla actively blocked all unpatched versions of Flash by default in
Firefox
Facebooks security chief publicly called for Adobe to declare an end-of-life
date for Flash
9
SWITCHING FROM FLASH TO HTML5 BANNER ADS
D-Day September 2015
In June under the title of ldquoBetter battery
life for your laptoprdquo Google announced
that an update to Chrome would
ldquointelligently pause content (like
Flash animations) that arenrsquot central
to the webpage while keeping central
content (like a video) playing without
interruptionrdquo
Update to be automatically rolled out
with Chrome 45 in September
10
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Solution Options
Backup GIF
Automated conversion to HTML5 Canvas using Google Swiffy
ndash Fast works OK for simple animations
ndash More complex banners may not convert properly results not easily editable
Animated GIF
Export from Flash to HTML5 Canvas using Flash Professional CC
ndash Potential to reuse original FLA assets
Rebuild in HTML5 with JavaScriptCSS
ndash Code by hand or with tools like Google Web Designer and Adobe Edge Animate CC
11
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Advantages to HTML5 Banners
Broad reach - desktop tablet smartphone
ndash Chrome Firefox Safari Opera IE9+
ndash IE8 ndash no HTML5 support so backup GIF displayed
Native to browser ndash stability security
Rapid browser development cycles and automatic updates ndash continual
addition of features and improvements in performance
Support for animation video audio interactivity
Potential lower barrier to entry ndash shift from specialized Flash designers to
more abundant frontend developers
Plenty of free and low-cost tools for working with HTMLCSSJavaScript
12
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Disadvantages to HTML5 Banners
Lack of robust popular visual authoring tool
Larger file sizes ndash 120k to 200k
More time to develop more time to QA ndash browser compatibility is now a factor
No well-established advertising industry standards yet
ndash Which technologiesformats to use ndash CSS animations jQuery GSAP Canvas SVG etc
ndash Accepted sizes Font licensing
Dependency on publisher support and updated docs specs templates
Animation and media features still not at parity with Flash ndash Gallery 1 2
ndash Certain effects that are easy in Flash are virtually impossible in HTML5
ndash Set expectations for designers and clients
Quality concerns due to fewer HTML5 banner experts with motion graphics experience
13
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Road Ahead
14
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
SWITCHING FROM FLASH TO HTML5 BANNER ADS
D-Day September 2015
In June under the title of ldquoBetter battery
life for your laptoprdquo Google announced
that an update to Chrome would
ldquointelligently pause content (like
Flash animations) that arenrsquot central
to the webpage while keeping central
content (like a video) playing without
interruptionrdquo
Update to be automatically rolled out
with Chrome 45 in September
10
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Solution Options
Backup GIF
Automated conversion to HTML5 Canvas using Google Swiffy
ndash Fast works OK for simple animations
ndash More complex banners may not convert properly results not easily editable
Animated GIF
Export from Flash to HTML5 Canvas using Flash Professional CC
ndash Potential to reuse original FLA assets
Rebuild in HTML5 with JavaScriptCSS
ndash Code by hand or with tools like Google Web Designer and Adobe Edge Animate CC
11
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Advantages to HTML5 Banners
Broad reach - desktop tablet smartphone
ndash Chrome Firefox Safari Opera IE9+
ndash IE8 ndash no HTML5 support so backup GIF displayed
Native to browser ndash stability security
Rapid browser development cycles and automatic updates ndash continual
addition of features and improvements in performance
Support for animation video audio interactivity
Potential lower barrier to entry ndash shift from specialized Flash designers to
more abundant frontend developers
Plenty of free and low-cost tools for working with HTMLCSSJavaScript
12
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Disadvantages to HTML5 Banners
Lack of robust popular visual authoring tool
Larger file sizes ndash 120k to 200k
More time to develop more time to QA ndash browser compatibility is now a factor
No well-established advertising industry standards yet
ndash Which technologiesformats to use ndash CSS animations jQuery GSAP Canvas SVG etc
ndash Accepted sizes Font licensing
Dependency on publisher support and updated docs specs templates
Animation and media features still not at parity with Flash ndash Gallery 1 2
ndash Certain effects that are easy in Flash are virtually impossible in HTML5
ndash Set expectations for designers and clients
Quality concerns due to fewer HTML5 banner experts with motion graphics experience
13
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Road Ahead
14
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Solution Options
Backup GIF
Automated conversion to HTML5 Canvas using Google Swiffy
ndash Fast works OK for simple animations
ndash More complex banners may not convert properly results not easily editable
Animated GIF
Export from Flash to HTML5 Canvas using Flash Professional CC
ndash Potential to reuse original FLA assets
Rebuild in HTML5 with JavaScriptCSS
ndash Code by hand or with tools like Google Web Designer and Adobe Edge Animate CC
11
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Advantages to HTML5 Banners
Broad reach - desktop tablet smartphone
ndash Chrome Firefox Safari Opera IE9+
ndash IE8 ndash no HTML5 support so backup GIF displayed
Native to browser ndash stability security
Rapid browser development cycles and automatic updates ndash continual
addition of features and improvements in performance
Support for animation video audio interactivity
Potential lower barrier to entry ndash shift from specialized Flash designers to
more abundant frontend developers
Plenty of free and low-cost tools for working with HTMLCSSJavaScript
12
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Disadvantages to HTML5 Banners
Lack of robust popular visual authoring tool
Larger file sizes ndash 120k to 200k
More time to develop more time to QA ndash browser compatibility is now a factor
No well-established advertising industry standards yet
ndash Which technologiesformats to use ndash CSS animations jQuery GSAP Canvas SVG etc
ndash Accepted sizes Font licensing
Dependency on publisher support and updated docs specs templates
Animation and media features still not at parity with Flash ndash Gallery 1 2
ndash Certain effects that are easy in Flash are virtually impossible in HTML5
ndash Set expectations for designers and clients
Quality concerns due to fewer HTML5 banner experts with motion graphics experience
13
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Road Ahead
14
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Advantages to HTML5 Banners
Broad reach - desktop tablet smartphone
ndash Chrome Firefox Safari Opera IE9+
ndash IE8 ndash no HTML5 support so backup GIF displayed
Native to browser ndash stability security
Rapid browser development cycles and automatic updates ndash continual
addition of features and improvements in performance
Support for animation video audio interactivity
Potential lower barrier to entry ndash shift from specialized Flash designers to
more abundant frontend developers
Plenty of free and low-cost tools for working with HTMLCSSJavaScript
12
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Disadvantages to HTML5 Banners
Lack of robust popular visual authoring tool
Larger file sizes ndash 120k to 200k
More time to develop more time to QA ndash browser compatibility is now a factor
No well-established advertising industry standards yet
ndash Which technologiesformats to use ndash CSS animations jQuery GSAP Canvas SVG etc
ndash Accepted sizes Font licensing
Dependency on publisher support and updated docs specs templates
Animation and media features still not at parity with Flash ndash Gallery 1 2
ndash Certain effects that are easy in Flash are virtually impossible in HTML5
ndash Set expectations for designers and clients
Quality concerns due to fewer HTML5 banner experts with motion graphics experience
13
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Road Ahead
14
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
SWITCHING FROM FLASH TO HTML5 BANNER ADS
Disadvantages to HTML5 Banners
Lack of robust popular visual authoring tool
Larger file sizes ndash 120k to 200k
More time to develop more time to QA ndash browser compatibility is now a factor
No well-established advertising industry standards yet
ndash Which technologiesformats to use ndash CSS animations jQuery GSAP Canvas SVG etc
ndash Accepted sizes Font licensing
Dependency on publisher support and updated docs specs templates
Animation and media features still not at parity with Flash ndash Gallery 1 2
ndash Certain effects that are easy in Flash are virtually impossible in HTML5
ndash Set expectations for designers and clients
Quality concerns due to fewer HTML5 banner experts with motion graphics experience
13
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Road Ahead
14
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
SWITCHING FROM FLASH TO HTML5 BANNER ADS
The Road Ahead
14
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
SWITCHING FROM FLASH TO HTML5 BANNER ADS
THANK YOU
15
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