Google Now Auto-Converts Flash Display Ads To HTML5 For Mobile
Ads will be eligible to display across devices and browsers that don't support Flash.
Today, Google announced that display ads created in Flash now will be converted automatically to HTML5 to make them eligible for viewing on mobile devices and browsers that do not support Flash.
The feature was originally announced last fall among a slew of updates designed to make Google’s display formats more mobile-friendly. The ads will be converted when advertisers upload Flash ads to AdWords directly or through third-party tools. Until now, Google displayed a static image backup of an ad where Flash wasn’t supported. Now the ads will display as fully interactive on all devices.
The change applies to existing and new eligible Flash campaigns, so no need to make any changes if you’re currently running Flash creative. Though, to ensure that your ads can be converted successfully, you should test them using Google’s Swiffy tool. If the ad is converted to HTML5 when you upload it in Swiffy, then you’re good to go in AdWords.
You can also segment ad reports in AdWords by device. If your Flash ads are accruing impressions on tablets and mobile then you know they’re being converted to HTML5.
Google also says it will be adding a notification on all converted Flash ads at some point late this year.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.