Google has arguably been a main factor in driving adoption of HTML5, having switched YouTube videos over to the new technology away from Flash. Presently the organization wants to drive the switch in other areas of its business, Google AdWords has reported that it wants to totally remove Flash-based ads from its network. By January 2nd, 2017, AdWords would like to have finally phased out Flash-based advertisements from its service.
A post on the AdWords Google+ page reads: “To improve the browsing experience for more people on more gadgets, the Google Display Network and DoubleClick Digital Marketing are presently going 100% HTML5”.
The move to HTML5 will commence on June 30th, 2016, when Google will prohibit display ads with built-in Flash from being uploaded into AdWords and DoubleClick Digital Marketing. Advertisers will then get a six month period to adapt their ads so they use HTML5. Later, on January 2nd, 2017, Flash-based display ads will no more keep running on the Google Display Network or through DoubleClick. Video ads built with Flash, won’t be affected until a further date.
For sponsors who have left it this long to move their advertisements over to HTML5, Google gives a useful page which offers help to those moving over to HTML5-based ads. Most advertisers probably won’t be too concerned by the new roadmap Google has set out, a year ago Google AdWords started converting some Flash advertisements to HTML5 during the upload process.