Here lies the end of an era: It would seem that once ubiquitous internet technology Adobe Flash is going out not with a bang, but a whimper. On Monday, the Interactive Advertising Bureau updated its industry-wide “IAB Display Creative Guidelines,” and urged those creating interactive online experiences to ditch Flash in favor of the more robust HTML5 platform.
Flash — while initially hailed as a charming and powerful tool for those building websites — continues to grow long in the tooth. Additionally, it can expose those who are using it to malware or security exploitations. And that’s the last thing you want for those prospects encountering you online. If you’re using Flash, don’t! The last thing anyone in the marketing world needs is more bad ads.
Most notably of all: Apple abandoned Flash for all of its mobile devices five years ago. Using an iPhone or iPad? You’re not using Flash, and you might not have even known. As Steve Jobs wrote in 2010, it’s possible — better, even — to go without it.
Much of marketing is coming down to creating great user experiences. And the fact is surfacing that if you’re using Flash to power online interactive engagement, then you’re likely not putting forth a good experience at all. Though on the surface it might look good, you’re leaving your prospects open to potential security loopholes, and other downsides like high battery usage. It won’t be gone in a flash, but it’s time to focus on better experiences.