Scale creation, collaborate and go live
Banner advertising is one of the most prominent ways to promote your brand on the internet, generate leads and grow your business. In fact, according to a report by Statista, the banner ad market volume is expected to reach $71.5 billion by 2024. Companies are significantly increasing their ad spend every year in order to reach a wider audience and convert more prospects.
While HTML5 based banners enjoy the most popularity in the digital advertising space, it is not necessarily a one-size-fits-all solution for all brands and use cases. Sure, there are plenty of benefits unique to HTML5 banner ads but other ad types are worth looking into as well.
To help you in your evaluation process, here is a brief introduction to HTML5 banner alternatives.
For online advertising campaigns, there are four ad types that are most commonly used. They are:
Which of these ads would be most effective for your particular business? In order to determine that, there are many factors to consider. This includes your budget, use case, advertising goal and more. In order to understand what makes an effective banner, let us consider some important characteristics of banner ads.
Visuals: Needless to say, this is the most important aspect of your banner ad. Ensuring that the visuals are not pixelated and have crisp illustration is crucial to gain your audience’s interest.
Color Palette: Selecting the right colour scheme to ensure that your ads are brand compliant while also being colour-coordinated is very important. This ensures brand recognition and more importantly, effective conversion
Dimensions: Banner ads must have the right dimensions for showcasing your products or delivering the intended communication. Having a misaligned or cropped out image will instantly put off any target audience.
Text: While visuals might capture the attention of your audience, the messaging needs to be perfect as well. Too much complexity is the worst enemy of advertising, and to ensure that your audience is able to synthesize your message fast you need to ensure that text elements are clear and concise.
Keeping these elements in mind, different ad types have unique advantages that we will go over.
Static banners are notably different from HTML5 ads for a variety of reasons. Whether these advantages are relevant depend on each businesses unique needs but here are the key differences:
If you are looking for animated banner ads, GIFs are a worthwhile alternative to HTML5 ads.
Flash banners are probably the least effective of all ad variants in a range of parameters. Flash is an outdated format which one reigned as the best choice for online advertising but it is now largely dead.
Contrary to popular belief, HTML5 banners are not a universal solution for online advertising. While it can be safely concluded that HTML5 ads are a clear cut favourite over Flash ads (which are largely dead but still exist on the internet for some reason) there is a solid case to be made for static ads and animated GIF’s ad alternatives since they have their own unique benefits. Ultimately, it is up to you and your team to analyse which alternative is most effective for your business rather than opting for a generic online advertising approach.
Recieve such insightful content on Design & Marketing every month!