How to Be Responsive to the Google Freeze of Your Ads: Quick Migration to HTML5

By Elisa Rivero

Google seems to throw last-minute changes on us. In April, the tech giant changed its algorithm so websites that use responsive web design or have a separate mobile site come up first when searching on mobile devices. In fact, software developer Moovweb conducted a study since “Mobilegeddon” was implemented to see how the algorithm change has influenced search results. It found that during 83 percent of searches, the top website was mobile-friendly, 81 percent of the time the top three items were mobile-friendly, and 77 percent of first-page search results were mobile-friendly. Now, Google wants brands and agencies to turn away from Adobe Flash and to HTML5 for online advertising. Starting Sept. 1, Google’s web browser, Chrome, will pause certain autoplay Flash ads, according to a Google+ post. Google explained it this way when it announced the change in June: “When you’re on a webpage that runs Flash, we’ll intelligently pause content (like Flash animations) that aren’t central to the webpage, while keeping central content (like a video) playing without interruption. If we accidentally pause something you were interested in, you can just click it to resume playback. This update significantly reduces power consumption, allowing you to surf the web longer before having to hunt for a power outlet.” Advertisements also fall into the Flash animations category. Most Flash ads were automatically converted to HTML5 in GoogleAds beginning in February. However, there are specific scenarios where they are not. Our HTML5/Responsive Solutions We at ResponsiveAds are quite happy as we pre-empted this double whammy by creating a platform to support both HTML5 and Responsive strategies. ResponsiveAds’ technology is fully compliant with HTML5 to run on Google AdWords. HTML5 specifications were key to our creation of a next-generation ad tech platform. As time passes and we see the evolution of HTML 6, 7, 8, etc., they will all lead to the next generations of advertising that we see as a roll-up into an all-fitting, dynamic responsive to screen, user and context-based ad unit. Visit to create your rich media HTML5 Responsive Ads using our self-serve cloud web app, Narrator Studio, which uses STRETCH technology so you can easily create and deploy ads that stretch fluidly across all screen sizes with just one tag. If you have any questions about the changes by Google and/or our solutions, please contact us today. Have you switched from Flash to HTML5? Have you run into any glitches? We’d love to hear from you in the comments.

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