When HTML banner ads make sense

Static image ads or simple GIFs aren’t always the best choice for every campaign. Sometimes more is needed to achieve the desired goal.

You Need Precise Animation Control

GIFs are limited because they loop and cannot be paused or changed in sequence. The animations in HTML5 Banner Ads can be timed exactly, for example a product reveal or a fade out of text.

Your Campaign Uses Dynamic Content

Retargeting ads are also often created to be displayed to different audiences and therefore need to be published with different product images or even prices. HTML Banner Ads can be filled with so-called dynamic feeds that are supplied with live data in real time. This allows for the most relevant content to be displayed to each viewer.

You’re Running on Premium Networks

Some premium display networks have strict file-size limits for display ads and these are stipulated by the IAB display ad standards. The files for HTML5 banner ads typically have to load within much tighter weight limits than the same content in a heavier animated GIF.

You Want Interactive Elements

Interactive elements: countdown timers, expandable panels and clickable product carousels – all of these can be created using HTML5 and are not available in static or GIF formats. If you want HTML Banner Ads, https://thebannermen.com/banners/animated-ads/html5/ is a good place to start.

If any of the above apply to your campaign then using HTML5 banner ads is worth your while.

When HTML banner ads make sense

Just because you need an ad for a campaign, doesn’t mean you need a complex HTML5 ad. GIFs, static images and even video can be very effective for many campaigns. But there are a number of scenarios where HTML5 banner ads are better suited.

You Need Precise Animation Control

GIFs are notoriously hard to time, looping endlessly until they are paused or switched out for something else. HTML5 on the other hand can be timed down to the exact frame, allowing for things like a product reveal or the fade out of text to happen exactly when you want them to.

Your Campaign Uses Dynamic Content

Retargeting campaigns can have products or even prices in their creative style that need to change depending on the audience that is seeing them. The HTML5 banner allows for dynamic feeds of information to be pulled in from live data to create creativity that is relevant to the viewer in real time.

You’re Running on Premium Networks

For display ads distributed on premium networks, weight of the initial download is a very serious concern. The display ad standards set by the IAB, for example, put a strict cap on the weight of initial download for display ads. An HTML5 file will typically be much lighter than an equivalent animated GIF.

You Want Interactive Elements

The point of HTML5 banner ads is to create campaigns with interactive elements. HTML5 allows you to create countdown timers, expandable panels and click-through-enabled product carousels that static images and GIFs just can’t match. For HTML5 banner ads, The Bannermen creates the interactive ad formats for you.

HTML5 is worth the switch for your next campaign if any of the above features will be relevant.