Chrome is going to pause Flash content by default - 1st Update

Please be informed that Chrome is going to pause all flash & Flash based video ads from Sept’15 onwards and moving towards HTML5 technology as a part of their initiative to improve the page load experience and better battery life of the devices. As a part of Beta testing, Chrome has already rolled out the feature for users coming under test bucket.

What does it mean to Publisher / Advertiser ?

1.      Rich Media experience such interactions, engagement will be on risk. We can’t expect same Rich experience of Flash in HTML5

2.      If continue to serve Flash on Chrome, user has to click on button to watch the ad and then further click will take to the landing page or interact with it which means significantly drop of CTR.

3.      HTML5 will help the page to load faster and have similar experience across the devices (Desktop & Mobile).

As per the recent report, Chrome is riding on more than 50% browser market share which means advertising experience & performance will be on high risk in case they continue to serve Flash. I would request all the Sales team to please start discussing with your respective agency/advertiser for providing HTML5 creative only. The sooner we will start adopting, better will be for the advertiser & organization in terms of monetizing the inventory effectively.