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The Big G gives ‘subjectives’ rules in a market with a ‘objectives’ evolution

Adobe Flash, the software platform used for creating vector graphics and animation for Internet, has played a key role in the first evolution of the Internet. In the last ten years, consumers have gradually moved to mobile platforms that do not support Flash due to technique reasons. Therefore, creatives are now shifting from Adobe Flash to HTML5 especially because of the full compatibility with all browsers and mobile devices.

After the soft announcement last March, Google released its Chrome last version a month ago. In the following days, people cried out of an historic turning point, with a mixture of apocalyptic and evocative tones – a sort of doomsday of the Internet, an x-hour in the digital era. This is what the Big G describes as a “smart break”, the fact that the Flash contents considered as not crucial for the page are now stopped. For advertisers, this means that the captivating Flash displays will not have animation on Chrome, unless the user clicks on the content – and then he clicks again to be re-addressed to the campaign’s landing page. The downfall of benchmarks is terrible – this is actually something that our clients are, unfortunately, getting used to. As you know, Chrome is a major browser nowadays (see why).

This latest update is just one of the many released by Google in the last months. Indeed, last April its algorithm began to prefer those websites optimized for smartphones and tablets. The American giant decided that if a website is not easily usable on mobile it will be now lower in the research results rank, even if in the past it was well positioned. In this way, the websites that are mobile-friendly are now “rewarded” and the browser pushes up the apps that are relevant for user’s research.

These changes implemented by Google are not casual, but derive from an analysis of the use of Internet. Actually, in 2014 the 61% of the Italian population used a smartphone and the number of Internet accesses from mobile devices outdid those from desktop. The 58% of the total time spent on line comes from smartphones and tablets and it is generated from an average of 15 million of unique users (18-74 years old) per day, against the 12 million people connected from a computer [information Audiweb].

We also have to consider the importance of online shopping. A research on e-commerce by the Osservatorio of Politecnico di Milano confirmed the growth of sales from mobile in 2015 (+70% vs ’14. 1.8Mio), equal to 12% of the total b2c e-commerce.

Like all big changes of the Internet, this news are interesting and alarming at the same time. We see these processes as an opportunity to extend the visibility and the influence of our clients through browsers and mobile devices. We are aware that we must give our clients real solutions to adapt their approach to the media according to these changes. Our goal is to create as soon as possible a simple process to implement the transition.

As a media agency, we are eager for innovation, creativity and analysis of new communication features that – we know – will impact the media system, the business, the economy and the society in the coming years. We are ready. Are you?

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