The text below is an excerpt from REPORT: Why Digital Advertising Must Embrace HTML5, the free ebook that gives a non-technical comparison of Flash and HTML5 for display ads.

We are witnessing a convergence in digital advertising. Smartphones and tablets now have widespread adoption. At the same time, consumers have a sharply increased preference for animated, interactive advertising over static banners. These two trends coming together have strong implications for the technologies that power digital ads.

Device proliferation is surging. A threshold was crossed in April 2013 when we reached a multi-screen majority and more than half of US consumers engaged with media on both computers and phones. The number hit 54% in June 2013. This rising rate of media consumption patterns across devices indicates that multi-screen is the new status quo.

Users are on the move. Not only are they taking their devices with them, but they are also hopping from device to device. When smartphone owners engage with their phone, 57% of the time they are also using another device at the same time. 67% of users start shopping on one device and continue on another.

Gaming consoles, smart TVs, set-top boxes, and smart glasses and watches have also entered the mix.

Simultaneously, interactive media is replacing static creatives. The rising sophistication of multi-screen digital media draws a growing contrast with flat banner ads, which consumers increasingly ignore. So while spend on desktop banner advertising will barely grow over the course of this decade, the increased adoption of interactive advertising incorporating rich media and video will vastly outpace that growth.

Why is the convergence of device proliferation and growth in rich media significant? Because the incumbent platform for delivering rich ad experiences—Flash—isn’t up to the task of being viable across most new platforms. The same devices whose sales and usage are swelling are the ones that don’t support Flash. All of these devices do support HTML5, however.

That means that to remain relevant to the majority of consumers—to reach them on the screens they’re using—advertisers must begin to create HTML5 ads to augment or replace what they are currently doing with Flash.


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Download the entire REPORT: Why Digital Advertising Must Embrace HTML5 to learn more about the following topics:

  • What is HTML5?
  • Which Companies Are Already Using HTML5?
  • What Else Does HTML5 Make Possible for Advertisers?
  • HTML5 vs. Flash Support
  • Chart: Flash vs. HTML5 Support By Browser