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.
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