What are HTML5 Ads?
HTML 5 ads are the industry’s latest attempt at keeping the advertising world spicy for consumers. But what is it about them that makes them so alluring?
What can HTML5 Ads Do?
They can be animations, they can be interactive, they can be a tool used for dynamic remarketing ads, and they even can be video games. When you’re talking about an html 5 ad, you’re talking about all of these things and more. If you’re working with someone who understands how to code, and has the right creative mindset, you can achieve virtually anything you want with an html 5 ad (as long as it’s below an engine-specific file size).
If you’re working with someone who understands how to code, and has the right creative mindset, you can achieve virtually anything you want with an HMTL5 ad (as long as it’s below an engine specific file size).
Fortunately for those of us who aren’t familiar with coding and web design, there are many different tools available that allow you to build your very own HTML5 ads without having to write a single line of code. If this piques your interest, check out Google Web Designer and Creatopy.
Why Use HTML 5 over GIF
Most HTML5 ads you’ll see out in the wild are animations. Moving elements are great for catching the attention of the unsuspecting user. If you catch their eye, you’re more likely to get them to interact with the ad, and then more likely to catch a conversion. But why should you go to the trouble of designing an HTML5 ad when you could arguably design a GIF that does the same thing, but easier?
There are a few trains of thought on this. GIFs are fairly large file sizes, to start. The more moving parts it has, the larger it is, and the harder it is to upload a pretty version. An html 5 ad can do everything that a GIF can, but with a smaller file size. This means that you can go ham on your animations and moving parts, even more so that with a gif, and it’ll still be small enough to work as an ad. Theoretically, more moving parts means it’s more eye-catching, and that’s what we want for our ads.
There comes a time during the ad development process when you should ask yourself whether or not this makes sense. Here are some useful questions to ask yourself when developing these ads.
- Is it something that will actually encourage the user to interact with your ad, and therefore your brand?
- Does it improve the user experience?
- Is your creation easy to understand and follow?
There comes a time during the ad development process when you should ask yourself whether or not this makes sense. Is your idea cool? Probably, yeah. Is it complicated, innovative, and interesting? Also probably yeah. But is it something that will actually encourage the user to interact with your ad, and therefore your brand? Hmm. Does it improve the user experience, and is your creation easy to understand and follow?
Unfortunately, when something gets too flashy, people lose interest. If something is confusing or difficult to look at, users will run the other way. You want your ads to be easy to understand, to build credibility and brand awareness. Throwing as many cool tricks at it as possible does not necessarily make a good ad. A good ad is like a piece of art. It’s tasteful, it’s smart, and it’s well-thought out.
Obviously when it comes to interactive ads and dynamic retargeting ads, HTML5 ads are king. When it comes to animations, you could still use a GIF if you really wanted to. That being said, it’s worth it to start dabbling with html 5, so you’re not left behind in the evolution of ads. Just remember, with great new ad techniques comes great responsibility. Use this new tool wisely.