Why would HTML5 dominate online video? Flash becomes yesterday's yellow flower?

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Summary] HTML5 has two points that Flash cannot do: mobile capabilities and semantic tagging.

Tencent Science and technology news April 27 tape, CD-ROM, flash and other media need players, these media are or have died. Just as CDs replace tape as a more efficient way to play music, digital files will also replace CDs. And so on, HTML5 will also let Flash become yesterday's yellow.

HTML5 and Flash's confrontation has been a hot topic for many years in Web developers, but no matter which side it is, the undeniable point is that HTML5 's impact on video and Web sites is real.

For online video, the HTML5 has two points that Flash cannot do: mobile capabilities and semantic tagging. Mobile participatory growth; the soaring of entertainment, advertising and shopping interactive video and HTML5 combined with all the technology to create the open architecture of next-generation Web sites, Flash eventually joined the "retirement technology" army.

Mobile Kill Flash Star

Mobility has been one of the biggest advantages of this publishing language since HTML5 was introduced into the industry. Because many iOS and Android devices do not support Flash,flash are more subject to PC. PC shipments fell 10% from 2011 to 2013, according to a market survey.

Iab.net's data show that half of the U.S. population has a mobile phone with internet access, and 1/5 of web browsing is done on mobile devices, and the data will continue to grow every month. By contrast, companies that make Flash interactive video lose a large number of users because they cannot make video run on a mobile device.

For example, the popular interactive video "like a fellow Stone" by singer Bob Dylan was released last November, with millions of PC-side viewers sharing the video through a similar television interface. However, the user's experience of opening video on a mobile phone or tablet is less enjoyable. Android users receive a reminder that they want to experience the full video on their PC, while iOS users are asked to download an app. And this video cannot be repeated in a mobile phone or a flat-screen web browser.

If 1/5 of web browsing takes place on mobile clients, it means that 1/5 of users will have to endure a fragmented user experience when they log on to a video site on a mobile device.

The advertising and shopping industry also began to notice the importance of mobility and the limitations of flash technology in network video.

The US Interactive advertising agency (INTERACTIVEADVERTISINGBUREAU,IAB) recently released an open letter to advertisers, including AOL, Conde Nast, Forbes, Google (Weibo), The New York Times, the Wall Street Journal Several major publishers and companies signed the joint. They require marketers to implement HTML5 standards in mobile advertising, which can run on different platforms. The letter said the ads should be developed in a technology format compatible with mobile devices in order to ensure that paid advertising "can be perfectly displayed on all screens". "And the open, industry-standard generic format is HTML5." The letter says.

Sizmek's annual global benchmark report, "Breaking the Boundaries: User participation towards globalization," says the shift to a mobile-friendly format using HTML5 technology is one of the most important changes in the digital advertising industry in the 2013.

The report reveals an important trend in mobile advertising by investigating the number of 913 billion global advertising exposures in 2013. The report also said digital advertising in the HTML5 format is expected to continue to grow in 2014 as the industry adopts stricter publishing standards to ensure seamless screen switching.

Playing ads on a variety of platforms is not only important for mainstream publishers, but it is easy and convenient for users to click on ads to buy goods, without any trouble. But because of the limitations of flash technology, users sometimes feel uncomfortable.

In the latest frustrating online shopping experience, our Vice president of marketing tried to use the ipad to find a vacuum cleaner on Amazon. As he prepares to start a product of more than 400 dollars, because the lack of flash plug-ins, this product video can not play. Amazon has also lost an order for this.

So why is Amazon's video not using HTML5 technology?

Yes, developers may be trying to adapt to this new standard, and there is no doubt that flash development is far less difficult than HTML5.

A trend of digital change

In a report titled "Improving Corporate Mobility: Meeting future technologies for future development, delivery and participation requirements," Forrester, a market research firm, noted that the HTML5 application requires 59% more development time than expected, with more time being used to test or solve technical problems.

HTML5 itself is not perfect, it is still in the early stage of development. Fortunately, technology companies with talent are focusing on these technical issues-using SaaS platforms, developers just focus on their own ideas.

Even with technical difficulties, the enthusiasm of business and game developers cannot be stopped. More than 60% of enterprise application developers have begun to shift to HTML5 and hybrid technologies, with more than 70% of HTML5 and hybrid technology developers using HTML5 technology more this year, according to a report released by Sencha, an Open-source network application framework.

Mobile video is not the only beneficiary

In the gaming industry, games based on HTML5 technology are also booming. The Dutch Spil games to take the HTML5 technical route. The company plans to launch more than 1000 HTML5 games by the end of this year. Spil Games has posted more than 5,000 flash games on the site, but they can't run on tablets or phones.

According to blog Digital Buzz released data, iOS and Android device 32% use time is playing games.

With the help of HTML5 technology, developers can create games that run on all devices. Take a look at how good Google works through web technologies such as Google Chrome labs and canvas.

Another advantage of HTML5: Search engine Optimization

Mobility is the most notable advantage of HTML5 against Flash, but HTML5 's functional advantage in semantic architecture is equally important for interactive video.

Web crawler and search engines do not see the inside of Flash. Flash is a sealed container that no one can peep inside,

Why is this important? Using the semantic structure of interactive video, you can use HTML5 to create projects that web crawlers can understand. But flash can only give you a black box, a piece of flash video without any extra information.

Creating video by semantic structure allows web bots to crawl any video clips that are different from each other. It will get the information of any standard web video, such as labels, and be easily crawled, and accordingly, the video will rank more and more high in the search results.

Content creators that do not adopt HTML5 technology are already behind, and if they do not implement the HTML5 standard, they will soon be submerged in dust. The good news is that some companies are focused on discovering HTML5 's biggest strengths without any technical hurdles. Those who still think Flash is the mainstream of online video technology manufacturers really should think. (Ice dust)