Think back just ten years ago, when it seemed unimaginable that we’d be watching iPlayer on our computers, ordering groceries on a tablet and checking the news on our mobile phones – sometimes all at the same time. The fact is 40% of consumers are now multi-device users – switching from one device to another, or even using devices simultaneously, be it mobile, laptop, desktop or tablet. In fact, more than 60% use at least two different devices each day and nearly 25% move between three, according to a study conducted by Facebook in collaboration with GFK.
This multitude of users and screen time presents agencies and the brands they represent with an exciting opportunity to engage with their target market. However, a large proportion of this audience might not see the creative as it was intended – if at all – due to an over-reliance on using Flash software. It begs the question, why spend millions on mobile advertising using Flash when its production and delivery might render the creative obsolete and why is the alternative of HTML5 yet to be adopted by some agencies? Read More