Apple may not want Flash on the iPhone and iPad, but Adobe is working with Greystripe to bring Flash ads to these devices.
The partnership will allow developers to use Flash-authored ads to create rich-media advertisements in apps on the iPhone, iPad, Android and throughout the mobile web. Greystripe’s technology will translate the ads to HTML5 and this is important because most of the major advertising companies use tools that rely on Adobe’s web technology. The companies said these types of ads will be as rich as those coming from iAd, but
“Our collaboration with Adobe underscores our commitment to bringing engaging, rich media, cross platform ad solutions to our advertisers,” said Michael Chang, CEO of Greystripe, in a prepared statement. “We’re thrilled to announce this proven alternative to iAds and offer digital agencies and brand advertisers the broadest possible reach across platforms and devices worldwide.”
Greystripe will also be delivering full Flash ads to devices that are capable of supporting it, like the Nexus One with Android 2.2.
This is an interesting tactical move by Adobe, which cannot afford to miss out on the growing number of iOS users. Apple estimates that there will soon be more than 100 million users with the iPhone operating system and, while this is dwarfed by the number of desktops or other phones, Apple users are highly-coveted by advertisers. The company is also planning to get on every other smartphone platform in order to reach a critical mass.
Appel CEO Steve Jobs maintains that Flash isn’t good for the mobile space because it requires too many system resources, is a battery drain and it hasn’t been optimized for touch. Of course, the plethora of Flash games and videos would also offer a strong counterbalance to iTunes and the App Store, which are both becoming a strong source of revenue for Apple. This is part of the reason Apple banned app conversion tools which allowed developers to use Adobe’s technology.