Google Doing Away with Flash Ads
Businesses that use Flash-based ads for their Google campaigns will soon be forced to make a change. For some time now, Google has been encouraging advertisers to use HTML5 in their ads, even offering a variety of tools to help marketers with that effort. In the near future, though, that will no longer be optional.
Google just announced that it will gradually start phasing out its service of Flash ads. In a post on the AdWords blog, the company said it will stop allowing Flash ads to be uploaded into AdWords and DoubleClick Digital Marketing as of June 30, 2016. Flash ads already in the system will no longer run on the Google Display Network or through DoubleClick after January 2, 2017.
Using HTML5 to build ads ensures they are visible to the widest possible audience across different types of screens, as there are now many more consumers using HTML5-compatible devices than those that accommodate Flash-based content.
Among the resources Google offers to advertisers to help with this process is Google Web Designer, which is a free HTML5 authoring tool that makes it easy to build interactive and animated ads without any coding involved. There is also a step-by-step guide that walks marketers through the process of transitioning from Flash to HTML5.
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