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HTML5 Vs. Flash: Will One Platform Finally Win Out?

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Steve Jobs made headlines back in 2010 forecasting the death of Flash as a digital media technology, and ever since the industry has been waiting with baited breath for the fabled end to finally occur. The fact is, despite the dire predictions to the contrary, Flash is still very much a reality of the digital landscape. But is it the best available solution for your advertising needs?

There is no shortage of experts espousing the benefits of HTML5 over Flash. The industry, as a whole, seems to agree that HTML5 has significant advantages over Flash in part due to the meteoric rise of mobile web usage and the continued decline of desktop computing. Adobe, the creator of the Flash infrastructure, has even come out in favor of HTML 5.

Danny Winokur, Adobe’s VP and general manager of interactive development, wrote, “HTML5 is now universally supported on major mobile devices, in some cases exclusively. This makes HTML5 the best solution for creating and deploying content in the browser across mobile platforms. We are excited about this, and will continue our work with key players in the HTML community, including Google, Apple, Microsoft and RIM, to drive HTML5 innovation they can use to advance their mobile browsers.”

Brand Benefit of HTML5 Over Flash

Flash requires a Flash player in order to function, thus the user’s device must have a current install of the latest Flash player in order to fully experience your creative. When a device does not have flash enabled/player installed, a still image (.jpg) serves in place of the expertly crafted interactive experience. This still image is usually the last frame of the flash sequence, hardly the desired user experience. This results in poor brand exposure and less value to money spent. In some campaigns, this still image is served in 15-20 percent of the total purchased impressions.

In contrast, HTML5 can run across all devices and browsers without requiring an installed player in order to function. This guarantees the delivery of a consistent creative experience to all audiences, building better brand exposure and user experience.




Requires player to function Does not require player to function
Animates on flash enabled devices only Animates on all devices
Browsers must install flash updates periodically No updates needed
Requires a swf and jpg built per size One creative file per size


The end of the era of Flash is seemingly evident and yet it persists. Why?

Theories abound but most tend to center around the creative side of the business holding us hostage. One popular theory is that the agencies and designers responsible for building ad executions continue to prop up the Flash format because the infrastructure for its development is already in place. These agencies have the talent pool for development in Flash creative in-house or readily available and moving to HTML5 would require retraining of existing resources or the development of new creative/code resources. In truth, Flash does provide some advanced animation capabilities that are still not available in the HTML5 universe, however; short of full video executions, these advantages rarely come into play in digital advertising executions.

Use of the HTML5 format is vital for the continued growth of the digital advertising industry and HTML5 is becoming the expected format and best practice for creative.

It’s time to turn the page as an industry and embrace the future. Will you join the fight?

The Best and Worst of the 2015 Marketing Predictions

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Now that we are finally through the hustle of the new year and well into Q1 budget season, we thought we’d take a moment to review the ever present new year predictions.  Every self-proclaimed ‘futurist’ has a point of view and the Interfuse team has reviewed many of the top sites and selected the following best/worst of list for your review.

Best of 2015 Marketing Trend Predictions  

1. The need for quality content will drive innovation and industry disruption in 2015. Predictions related to “content marketing” or “inbound marketing” abound in this forecasting season, but one stood out from the crowd due to its far-reaching potential impact on the industry.  With perhaps the best name on our list, Rich Guest, President of North American Operations for Tribal Worldwide, was interviewed for the Clickz 2015 Trends list, and made the most far-reaching prediction on the importance of quality content in 2015.

“…the combination of exponentially increasing needs for digital content and flat budgets will result in an agency inventing a new model to fund content production. Because of the proliferation of social media platforms, brands have to produce more content and ad formats on a daily basis. And although there’s a crossover between your fan community on Facebook, your fan community on Twitter, and your fan community on Pinterest, you don’t necessarily want to push out the same piece of content across these three platforms on the same day. So you need to produce almost the same amount of content now to be really relevant in the digital world. Unfortunately our clients’ advertising budgets are not increasing exponentially. Instead, most clients’ budgets are flat year over year. So the question becomes how to produce relevant content with the same amount of money? The traditional content production model where agencies and production companies get paid upfront fees regardless of how a piece of content performs, is an increasingly unsustainable model. So I believe that lots of agencies will be looking at how to produce content differently and how to help clients produce content more efficiently with the same amount of money. In the future, they may test more performance-based models with their clients, such as cost-per-share, or cost-per-like.”

2. SEO will rely heavily on social signals. It’s long been said that social engagement and effective content strategies have an impact on search engine results page ranks, but these statements have largely been hard to quantify. This year, Taylor Nelson of LoginRadius made this somewhat obvious prediction a bit more firmly in her top 10 list for 2015 posted to Business2Community and it appears to already be coming to fruition with the Wall Street Journal reporting recently that Google and Twitter have again agreed to terms for the Twitter stream to appear in Google search results.  Score one for social SEO predictions.

3. Programmatic growth will continue to push for a solution to “Bot Traffic.” It’s been reported that a full 55 percent of all digital media is currently being bought programmatically, and as this trend continues and marketing dollars increasingly shift towards the digital realm, the programmatic pie will only further grow. Stephen Murray, SVP at Here Media, predicts for MarketingLand that this will result in a “battle cry” to end bot traffic and a push for clean traffic and “real users.” This is beginning to happen. Programmatic channels are increasingly focused on identifying and black-listing problem sites and publishers. The industry has already emphasized this effort and protective technology advancements must be made faster than the few bad apples can innovate ways to cheat the systems.

Worst of 2015 Marketing Trend Predictions  

1. AR and Wearables are making an impact in 2015. No list of futurist predictions would be complete without a few that jump a bit ahead of schedule. There is no doubt there’s a rapid advancement in technology happening and that the Augmented Reality and Wearables trends will eventually have an effect on the tools and tactics of effective digital marketing,. However, Mark Shaefer’s prediction for the TopRank Blog that “wearable technology should be gathering enough steam that we will begin to see some early marketing applications” is likely still more science fiction than science fact. Not to be out done, InboundNow.com doubled-down on the prediction and added Apple’s iBeacon and the Internet of Things trends to the mix. This technology is exciting and certainly holds significant potential, but let’s hold this one over for next year’s list, shall we?

2. “2015 is the year of mobile” and digital marketers are “going mobile all the way.” There were no shortage of mobile predictions for 2015, and while they all agree that mobile usage will continue to advance and mobile sites will become more important both for the user experience and for mobile search acceptance, these predictions are too little too late. The bottom line, in our assessment, is that if 2015 is the year of mobile for you, you’ve already lost the battle. 2014 was the year of mobile. Savvy marketers have moved beyond mobile as a platform, strategy or tactic. Mobile is simply a reality within the device/content ecosystem. It is, or should be, the first thought for all advertising and content efforts.  If it isn’t, you will be playing catch-up to those who have already made the switch.

3. Organic Social engagement will die in 2015. Surprisingly, many of this year’s predictions avoided thisclick-bait, doomsday prediction, but that is likely because they have been shouting it from the rooftops since Facebook changed its algorithm in early 2014. Everyone knows the dynamics of organic reach have changed and Facebook is penalizing overt sales pitch posts in favor of real content.  This doesn’t mean that the sky is falling, although a few marketing futurists still seem intent on selling this lie. The fact is, quality content is still shared, goes viral and drives business impact. Sadly, social content generated by marketers often is a sloppily masked hard sell. Organic social engagement is not dead. It will not die in 2015. If marketers effectively craft unique and engageing messages, organic reach will live a long and fruitful life.


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