Our minds will finally be at rest! Our eyes will finally see only what our eyes want to see! Those annoying ads, those promotional materials, those aggressive video commercials will finally give us some rest! Google has recently announced that all the Flash content will be automatically paused by default but users will have the option to play them if they chose to.
Google has introduced the Flash-blocking feature in the beta version of Chrome earlier this year. The main reason for this measure, as they have declared, is that the flash content is blocking battery life, which is consumed more by Flash ads. By disabling auto-play Flash videos, one could help bring down the spread of malware.
Of course this is not a move welcomed by advertisers, as a great majority of online advertising uses Flash. Giant amounts of money are made on the back of online ads, which is great for advertisers and absolutely annoying for users that always have to fight against that unnerving content which keeps on appearing to block their way to the desired pages.
Google has already converted most Flash ads placed on its AdWords network to HTML 5 and other sites will merely stop accepting Flash ads entirely. Amazon has already updated its advertising guidelines and has announced that it will stop accepting Flash on September 1, for positive and consistent experience of consumers. Although the world of advertising seemed to have propelled to the never ending world of profits, things are slowly changing and start to go back to the roots of normality.
Embedded video players on sites like Vimeo and YouTube will keep on working as before. The change will surely be welcomed by most of people who are accustomed to browsing many websites at once, or who are used to conducting research online.
This is the next natural step against advertising aggression, after Google has been slowly incorporating a variety of features which help manage the annoying nature of obtrusive ads and auto-play videos on webpages.
First of all, in January 2014, Google has brought a feature to the Chrome browser, which displays a speaker symbol on tabs that were playing sounds, so that people can rapidly identify where noises come from. Now, Google will kill all auto-play Flash ads in a couple of days.
Image Source: marketingland.com