Recently, iPhone and Android users have been able to update their smartphones to the newest software iOS10 and Chrome 53. Typically, these updates simply improve user experience and keep customers interested. However, this recent update might be a huge step for advertisers as well.
iOS10 and Chrome 53 lift strict guidelines that restricted auto play and inline video on their devices. Now, video can play automatically on a mobile web browser without any interaction by the user. The only catch is that video cannot have sound that plays unless the user interacts.
Video can also be “inline” or weaved throughout content. Formerly, video had to be played with the software’s native video player whereas now, video can stream seamlessly wherever it is placed.
Facebook and Snapchat have already benefitted from these changes as they continue to explore options with full screen vertical video and automatically played content.
Previously, advertisers aimed to get around the restrictions by creating GIFs with heavy movement to resemble a video ad. With a substantial amount of animation, the GIF files were huge and ultimately, slow to load. Now, heavy GIFs can be replaced with light video and run automatically and quickly without slow load times.
Thanks to iOS10 and Chrome 53, vendors will surely begin to fiddle with new ad sizes, elements, and varieties to excite their advertisers.