Chrome Auto Pause on Adobe Flash Means Video Should Shift to Social
Google Chrome has introduced a feature that automatically pauses Adobe Flash videos deemed extraneous to the browsing experience, which will silence many auto play ads.
Google Chrome has introduced a feature that automatically pauses Adobe Flash videos deemed extraneous to the browsing experience, which will silence many auto play ads.
Google will now automatically pause many Adobe Flash videos, and while that will be good for saving battery life, it could mean many autoplay ads will never be seen.
Google and Adobe have teamed up to produce an update to the Chrome Internet browser that will prevent the occasionally load-heavy Flash software from auto-running and draining battery power. The Flash pause feature will be automatically enabled, but users have the option to disable it or only run it when using battery power.
The best way for marketers to make sure videos are still seen, according to Matt Rednor, chief executive (CEO) and founder of Decoded Advertising, is to make the move to social media. “Marketers should definitely shift to social channels,” Rednor says. “Autoplay on videos incorporated into newsfeeds or pre-roll are more effective anyway and will continue to be over the next few years as platforms like Facebook transition to mostly video content.”
And while social media videos are normally muted, marketers are increasingly finding ways to get around those limitations. Social media videos are becoming increasingly integral to the social experience, Rednor says, so marketers should naturally shift to the channels where users are likely to interact with, rather than be annoyed by, video ads.
“Video is just getting started,” Rednor says. “Social platforms, which are where most people are spending their time anyway, are all rolling out video ad units that are more organically incorporated into the experience, and the Chrome extension won’t block those. Video ad spending will continue to rise, and for Google it’ll mean pushing more YouTube.”
Chrome beta desktop users will get the ad-silencing update first, before it’s rolled out across the wider user base.
This article was originally published on V3.
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceIn the dynamic landscape of digital marketing, Snapchat's innovative 7/0 optimisation window is redefining the game, but how does this impact you as a...
View articleWhen you imagine the sort of companies who are successfully taking to TikTok, one that sits in a 600-year-old industry such as publishing might not sp...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleBynder’s Maarten Boon suggests using these video marketing strategies to meet content demands and avoid creative burnout. Read More...
View articleWave.video's CMO Daniel Glickman shows how marketers must adapt their video content strategy to fit the 'new normal' post COVID-19. Read More...
View articleFacebook has announced the rollout of three more updates designed to target and eliminate clickbait headlines. Here's how to make sure you aren't affe...
View articleWhile digital platforms and their advertisers grapple with digital video challenges, one savvy retailer found a way to capitalize on what would become...
View articleTwitter's own statistics say that videos are six times more likely to be retweeted than photos, and three times more likely than GIFs. But what is it ...
View article