Crafting Effective HTML5 Banners


Here at The Bannermen, HTML5 display banners are our bread and butter. We deal solely and exclusively in website banners and digital online advertising. We adore, cherish, and exalt these pivotal yet occasionally underrated pieces of the digital marketing puzzle. And while we live, breathe, eat, and sleep banners (OK, so maybe not literally, but we do in our hearts, and that’s what counts!), we know that some of you might not be too familiar with our banner friends. So, we’re dishing on absolutely everything you need to know about HTML5 banners.



What are HTML5 ads?

The first thing to know is that HTML5 is the latest update of HTML, which is basically how browsers display webpages. HTML5 allows developers and animators (such as us!) to create animations and videos directly into the code of one page—or one unit on a page. In addition, HTML5 ads can be displayed on desktops, smartphones, and tablets. It allows for more flexibility on any device and eliminates the need to create multiple versions of the same ad to adjust to different devices.


HTML5 Animated Banner Pros

The steady inclusion of web banners in digital marketing campaigns has brought success in three major areas:


1.    Increase in traffic

Animated banner ads in HTML5 have been positively linked to increased website traffic and offline sales! You read that right. Web banners have been linked to a sales increase in physical shops. If you happen to be an online-only store, online customers would be your only customers making HTML5 banners an even more indispensable asset to your marketing strategy.

The best HTML5 banners, whether used as brand awareness vehicles or trying to obtain a certain consumer action, bring more traffic to your site and your physical store. And who doesn’t want more customers?! This is also why your HTML5 banner and web design must be honed and perfected before you design html5 banners.


2.    Selling

The power of HTML5 banners design as brand awareness mechanisms still hasn’t been embraced as fully as it could be, placing most online banner ads right now into the ‘selling’ category. But that’s for one good reason – they work! Even if consumers don’t actually remember seeing a banner, it is still processed by a system in the brain and recalled at the appropriate moment. So, whether people admit it or not, no one is immune to advertising, especially a fancy lil’ banner ad ready to show you exactly what you were looking for at the perfect moment.


3.    Attention

There’s no denying it – website banners get attention. And we’re not talking the garish, obnoxious banners of the old school internet. We’re talking creatively coded, artfully animated banners with killer photos and dazzling copy. You can’t not look at those banners. And the stats prove it! Website banners that are attractive and tasteful and share a worthwhile message can’t be ignored.


HTML5 Web Banner Cons

There really isn’t any! HTML5 is the only way to go if you’re looking for animated ads. However, if you have a tiny file size to work within and a very simple design, you could potentially use a GIF ad, although it is much more limited than an HTML5 ad. We’ll go into this further later.

The other option would be a video unit that is placed on a web page. Unfortunately, video ads have stringent regulations concerning the autoplay function, volume, length, and file size. They’re also considered rich media. These regulations can make video advertisements very difficult to utilize as part of your online marketing campaign.


Other Benefits of Using HTML5 in Banners

But what other benefits do HTML5 banners offer? Let’s take a closer look.


GIF vs HTML5: Why HTML5 Is Better

Have you wondered what the difference is between a GIF vs HTML5 animated banner? And how do you know which one to choose? GIFs offer no interactive elements, and the colour is substandard. Instead, HTML5 gives you a lot more creative freedom. You can use all the colours you want, add numerous interactive elements, and keep your file size far below the recommended limit. Read more about GIF vs HTML5 here.


You Can Do a Lot with a 150KB– 300KB HTML5 Banner

Are you concerned about your limitations with the 150KB -300KB file size limit?  While low file size may have you worried about creative restrictions, HTML5 has got you covered!  You can do a lot with 150KB-300KB! From animations to moving text, you create an animated digital campaign that is unique, compelling and, most importantly, effective. Read the blog here to learn more about the 150KB-300KB file size limit and what creative options you have.


What You Need to Consider When Building HTML5 Banners

There are a few things that you need to take into consideration when designing and adding the code in HTML5 banners, such as the HTML5 banner specs and more. Here are some questions that you need to be asking.


What is the File Size Limit?

File size is a limit set on all banners. It essentially means the maximum file size any banner placement can have. It is the maximum size your finished creative units can be when delivered to the media agency or served in your placement. Read more on file size here.


Which Ad Server is the HTML5 Banner to be made for?

Ad serving is the technology and service that places online digital ads on websites and apps. The most popular is Google DCM/DV360. There are many others, such as Sizmek or Flashtalking. Banner developers need to know which ad server to build the banner for so that it will work and, most importantly, be seen by your customers.

Do you want to know more about ad servers and how they are interconnected with media agencies and publishers? Read more on the blog here.


Are the Designs Retina?

Retina is a marketing term coined by Apple referring to devices that have a resolution and pixel density so high—roughly 300 or more pixels per inch—that a person cannot discern individual pixels when viewing the screen. With this in mind, it is best to supply retina-size designs so the creative can maintain visual integrity and keep everything looking super sharp and crisp. This means doubling the design canvas when designing a creative unit. So, for example, an MPU at 300×250 would mean a retina design would be 600×500, and 600×1200 for a 300×600 unit, and so on.


How to Measure the Success of an HTML5 Online Banner Ad?


Click-through Rates

One instance that differentiates your web banner ads from the rest of your campaign is measurement. The success of a banner ad is often measured by the click-through rate (CTR), but this is unfair to our banner buddies for many reasons. The main reason is that web banners, though not clicked, are still seen, processed and able to be recalled by the customer later.

We can hear you ask, “How can that be? I don’t remember the banner ads I see.”

The truth is that we only really spend 1-3 seconds with any piece of information online, depending on our device. Still, despite that, we subconsciously take in and process information without our conscious knowledge.

Did we just blow your mind?

It blew ours too. But it’s true!

So, rather than measuring your web banner ad’s success by clicks, try measuring it through view-through metrics or post-banner exposure web behaviours.


Who Should Be Using HTML5 Web Banners?

Everyone! If you’ve got a business, chances are online banners will help your business with awareness and sales. While most businesses could benefit from incorporating HTML5 banners into their marketing campaigns, these units are specifically beneficial for companies based in sales, brand awareness, or customer-action-based organizations.

We’ve got a whole host of animated HTML5 banner examples that we’ve worked on for all types of businesses for your viewing pleasure here.

There are also tons of other stunners out there in the banner universe, like these ones!



TBM has created exceptional digital displays for clients just like yours. Contact us today, and let’s get started on your HTML5 banners!