This is not news. At least it shouldn’t be. However it still amazes me that many marketers and publishers don’t get it: if you have use flash it ain’t gonna work on a iPad!
If you are happy with a default jpeg being served in place of your slick flash creative or even a blank space where an ad should be – yes, I have seen that as recently as last month with a large German auto company on a major news publication – then keep doing what you are doing. Note to large German auto company: I bet you paid for that blank ad serve and I know you paid for all the default jpegs served to tablet users. Ask your agency about this strategy.
Infamously rejected by Apple in 2010, Flash has been overshadowed as HTML5 has swooped to the rescue of tablet and mobile-based advertising and web design. Publish once, publish to all. Yes, I know HTML5 is not all there yet but it will get be soon. In the meantime it works well enough today for you to adopt it now.
All that said, there are many ads still built around Flash out there. This is fine, but buyer beware—you are not maximizing your company’s tablet advertising possibilities means you’re losing out on a large growing corner of the market. Sales of tablets continue to soar all over the world. Go where your customers are going. Go where they are now.
Some stats: according to a new report from online advertising network Chitika , 20% of web traffic in North America now comes from mobile browsers, including phones and tablets, and 5.6% of overall browsing is from tablets*. It is also worthwhile noting that a huge percentage of tablet based mobile web traffic (ahem—a whopping 95%), and smart phone based mobile traffic (72%) comes from the Apple iPad and iPhone, respectively.
All this is to say, AdGent Digital’s HTML5-based platforms have been designed with the greatest reach and flexibility in mind. Don’t waste your opportunity to reach a quickly growing tablet audience. Start building in HTML5 – dare I say it – quick as a flash!