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Apple’s non-support of Flash on the shiny-new iPad has certainly sparked controversy and discussion. (Our own Lon Keller posted his observations here and here.)

Throughout the hullabaloo, we’ve seen more frequent references to HTML5, the emerging web standard that may threaten the long-term future of Flash.

For those of us who aren’t web developers, it’s easy to ignore the HTML5 chatter. We hear “HTML” and automatically assume it’s geek speak. (And many of us barely knew HTML4 existed.)

So what’s different this time? Why should marketers start paying attention?

For a great overview, head over to HubSpot for its Marketer’s Guide to HTML5. A major shift, as they explain, is video support:

Do you know those pop menus that tell you that you need to update to a new version of Adobe Flash that appear sometimes when you try and watch a video online? That doesn’t happen with HTML5 video. For marketers, this means that video becomes more ubiquitous. HTML5 makes video a native browser experience for users and publishers. It allows users to consume and publishers to distribute video without the need for browsers plugins.

The HubSpot post outlines additional video impacts of HTML5. Other aspects will eventually affect anyone who’s responsible for search engine optimization.

It’s still early in the HTML5 evolution, but many browsers and online video sites are already starting to adopt the standard. Keep it on your marketing radar – and impress your web developer friends.