One underlying reason may be that Adobe Flash has a history of security issues and has become a favorite avenue for hackers who utilize its security vulnerability to dump malicious code to millions of users, as illustrated by the most recent attack on Yahoo Ad Network. And according to Ad Age, all of the major browsers will begin phasing out Flash banner ads within the next six months, starting with Google Chrome’s landscape-shifting decision to begin forcing users to opt in to view individual Flash-generated ad animations. Underlining the critical nature of this shift away from Flash is the surging popularity of the mobile channel as a traffic and revenue stream. In the past year, mobile has officially surpassed desktop as the most popular search query channel, growing by 23% as users who at one time planned travel from their desktops have graduated to become cross-device consumers. In fact, nine out of every ten people use multiple device categories sequentially, according to Google research. Smartphones, which are often Flash-incompatible, account for 65% of multi-screen research. Put simply, hoteliers and digital marketers who choose to stick with Flash will be left in the dust, operating with a greatly reduced ability to reach audiences and drive revenues. There is some good news: HTML5 banner technology serves as a dynamic, cost-effective and engaging path by which to secure visits and conversions. Hotel digital marketers who act quickly to turn toward establishing an HTML5 standard will enjoy the benefit of cross-platform adaptability on desktop, mobile and tablet and cut costs typically invested in mobile-specific Flash ad creation. Get the full story at Hotel News Now