Online advertising is now an inseparable part of the virtual world. Its history, although not very long, is full of stormy events and unexpected twists and turns.

IN THE BEGINNING THERE WAS FLASH

If we want to find a starting point for mobile banner ads, we should go back to the times of Adobe Flash. Flash was the first to enable more complex animations and add spectacular effects to logotypes or subtitles. Flash did very well, and one could say that it had a monopoly in the implementation of such advertising formats.

AND THEN CAME HTML5

Originally, the html language was mainly used to create websites. However, it quickly became clear that html, along with its development, would also allow for more complex forms, including animated banner ads. Html5 technology became popular and the specialists from Adobe had not taken their eyes of the ball – seeing what was happening in the market, they quickly implemented html5 into the Adobe Flash CC application.

 

 

This move from the American company turned out to be right on the money. The evolution of html5 implementation allowed you to quickly create a tool as simple and intuitive to use as the original Adobe Flash CC software but adapted to the requirements of the changing world. Currently, the application has changed its name to Adobe Animate CC and is being further developed by Adobe.

 

 

One could say that the creativity of the Adobe crew brought relief to everyone who had been orphaned by the retiring Flash. The new tool, called Adobe Animate, allowed you to create ads in a short time, perfectly suited to any device that supported html5. It was based on the fact that Animate used the CreateJS library, which significantly extends the already considerable application capabilities. Advanced animations, adding sounds, embedding videos, programming interaction with the recipient, and even creating games – these are just some of the wide range of possibilities of this unique and multifunctional composite. And all this based on the traditional timeline. We should add that Animate is perfectly supported by other Adobe applications used for graphic creation, such as Photoshop and InDesign.

 

DEVELOPER VERSUS ANIMATOR

It is worth noting that Animate, despite its advanced functionalities, is not a monopolist in the online advertising applications market. The successful launch of html5 allowed the creation of advertisements for people who originally did not have much in common with the creation. Developers have grown out of the development environment who, thanks to libraries like GreenSock, are able to create high-level banner advertisements. Working in Adobe Animate enables you to have much more fun with production. Why? Thanks to the timeline, as in a real animation program, it does not limit our creativity. As a result, we can create advanced animations without using templates or typical animations of the content inlet. Unfortunately, the typical programmatic approach in some way ruins the original, romantic idea of ​​creating animation, which animators performed in flash advertisements.

 

 

TOWARDS THE FUTURE!

Certainly, each of the circles dealing with online advertising will find the right number of arguments for the superiority of their tools over others. Nevertheless, the conclusion that can be drawn from the short history of online advertising is that regardless of the technology used and the process of creation, the final effect is fully functional, effective internet advertising, which is adapted to any device that supports html5. Obviously, providing we use all possible options which the tool being used for creation is equipped with.

 

Author / marcin@trzask.com
First contact guy. The man who tell you what to do, when you don’t know what to do.
He took first steps in marketing when he was a teenager. He started as a event specialist, finished as a banner advertisement specialist in Trzask! Studio. After hours, he likes to listen some heavy music and… talk with some people abroad to improve his language skills.

 

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