For ages, banner ads have been a staple in the advertising world (take a look at the first one, from 1994 for proof). However, their long existence doesn’t mean they’re flawless. Display ads, for instance, generally see fewer clicks compared to text ads. Creating different sizes for different placements can be a real headache; and let’s not forget the days when dynamic content relied on clunky and not-so-secure Flash elements.

The problem is, public perception hasn’t quite caught up with technological advancements. HTML5 has revolutionized banner ads, with well-designed HTML5 ads significantly boosting click-through rates compared to their static counterparts—a whopping 267% increase, according to one Adform study. Just compare an HTML5 ad to a standard static ad, and the reason for this performance boost becomes crystal clear:

Movement! It’s captivating. This guide dives deep into the world of HTML5 ads, covering their definition, creation process, strategies for maximizing click-through rates, and inspiring examples of HTML5 ads in action. Let’s get started!

HTML5 Ads: A Primer

HTML5 represents the latest evolution of HTML, one of the markup languages browsers use to display content. This version stands out as the first to empower developers to incorporate video, audio, and other animations directly into a page’s source code. This eliminates the need for plugins like Flash.

See it live here. HTML5 ads strike a perfect balance – they’re more enticing to click on while being less intrusive to view. Seamlessly integrated into the page, they exude subtlety, elegance, and a less “in-your-face” vibe compared to traditional interstitials. The major draw, as highlighted earlier, lies in their ability to incorporate attention-grabbing motion elements like videos and gifs. Banner ad fatigue often stems from the inability to distinguish between static elements on the page and within the ad itself. HTML5 ads, with their dynamic nature, command attention and clicks because they stand out from the surrounding content. Beyond traditional motion, HTML5 embraces 3D and interactive elements, allowing users to engage with the ad through touch or clicks. These ads run flawlessly within native apps and can adjust seamlessly to any placement and device, a feat Flash ads couldn’t achieve. This eliminates the need for multiple ad versions tailored to different placements.

Crafting HTML5 Ads

In 2016, Google announced sent ripples through the advertising world by announcing that all Display ads would be served in HTML5 format, signaling the end of Flash ads. This sparked concerns, particularly among campaign managers worried about the feasibility of producing code-based ads quickly and in-house. While Flash ads had their drawbacks – they were a security issue and not universally compatible – the alternative seemed to demand more effort for potentially less output. Fortunately, you don’t need to be a coding wizard or even fluent in HTML5 to create stunning HTML5 ads. Numerous tools, such as Google Web Designer, Bannersnack, and Flexitive, empower marketers with limited coding experience to design captivating and click-worthy HTML5 ads. Some platforms, like nexus-security Advisor, streamline the process even further. Simply input your website or product page URL along with relevant ad copy, and Advisor will intelligently select the most compelling images, logo, and company colors from your site to automatically generate HTML5 ads in seven common display ad sizes. Several options exist for quickly producing in-house HTML5 banners. If you’re set on building one from scratch, this great workshop from DoubleClick offers a great starting point. However, be prepared to flex your HTML5 muscles, and keep in mind that your ad must be SSL compliant.

HTML5 Banner Examples: Inspiration in Action

Still not convinced about the power of HTML5 ads? Seeing them in action might just change your mind. Let’s explore three compelling approaches to creating HTML5 ads that can significantly boost click-through rates. Here are three HTML5 banner examples, each demonstrating a different tactic:

1. Expansive Yet Unobtrusive: Striking a Balance

One of the most significant advantages of code-based ads is their scalability. Think of an HTML5 ad as a mini webpage nested within a larger one. This allows for immersive brand experiences without redirecting users away from their current content. A prime example is Undertone’s ad for Major League Soccer:

See it in action: here. This ad embodies the “flashy yet unintrusive” approach. The initial display is vibrant and dynamic yet transparent, seamlessly blending with the page content instead of appearing as an intrusive overlay. And if the initial animation feels even slightly interruptive, it quickly shrinks and settles into a corner of the page—minimally bothersome yet still noticeable. Intrigued users can then hover their cursor or finger over the minimized ad, prompting it to expand and reveal a collection of highlights. From there, they can enjoy a captivating Michael Bradley give-and-go sequence, navigate to other highlights, or click “View Schedule” to find upcoming games in their vicinity. Think of it as a digital lead generation tool for your physical stores if you’re a small business. Achieving this balance of expansiveness and unobtrusiveness allows you to capture clicks organically without resorting to aggressive tactics.

2. Products in Motion: Captivating Without Clunk

While flashing images are eye-catching, animating your products without relying on video can result in a streamlined ad that doesn’t compromise performance for aesthetics. Take this Jeep ad as an example:

Jeep cleverly utilizes HTML5 to cycle through three panels showcasing a specific product feature, each accompanied by concise and impactful copy. The product then virtually drives onto the page, culminating in a final animation where the “Renegade Details” call-to-action—leading to a Jeep landing page—subtly guides user interaction. The key takeaway here is how Jeep showcases its product in motion. Similar to an interactive webpage that unveils information as you scroll, the animation is achieved without video, eliminating the need for bulky file embeds. Unlike a traditional gif, the ad plays through once, ensuring that it doesn’t become an annoyance if the user doesn’t click immediately. This animation style is excellent for presenting your products in their natural environment while maintaining ad optimization and conciseness.

3. Gamified Promotions: Interactive Engagement

While it might seem like a linguistic paradox, this HTML5 ad created by Revenue Engineers for online gaming company NordicBet perfectly illustrates the concept:

What better way to gamify an ad than for an online gaming company? Gamified ads come in various formats—crossword puzzles, animated basketball hoops, target shooting—all with the same goal: enticing user clicks through interactive play. Who can resist a quick spin of the roulette wheel? This ad’s brilliance lies in its indirect approach. Instead of directly redirecting users to a landing page after spinning the wheel, it reveals the “prize”—a registration form link—within a widget alongside the call to action, “Receive Your Gift.” Users are then guided to a registration page, seamlessly continuing the non-intrusive experience. Gamifying your ads with HTML5 offers a fantastic way to encourage clicks, and this example proves that it can be done without being pushy or spammy.

Mastering the Art of HTML5 Ads

Feeling a bit overwhelmed by the creative possibilities of HTML5 ads? Fret not! Creating them is easier than ever. Utilizing the tools mentioned earlier, including a free trial of nexus-security Advisor, can jumpstart your journey to HTML5 ad success.