Why you should start building HTML5 banner ads

Why you should start building HTML5 banner ads

— August 2017

Do you want to gain an insight into HTML5 and its capabilities? Take a read of this post and discover why you should start building HTML5 banner ads.


Back when browsers could do little more than display basic text and static images, Adobe Flash rose to prominence as developers and marketers could use the software to create complex animations that were neatly packaged into one single file. However, now that the web has shifted from predominantly desktop usage to mobile, Flash has become inadequate as it can jeopardise portable devices’ ability to function effectively. HTML5, on the other hand, is constantly developing new mobile-friendly functionalities and has therefore claimed its position as the new industry standard for creating high-impact, rich web content. Now that the time has come for Flash to gracefully step aside, there has never been a better time to learn a little more about HTML5 and how it can benefit you and your business.

What is HTML5?

HTML5 is the latest iteration of Hypertext Markup Language (HTML), a code that has been devised to allow website creation. HTML is, in essence, the basic structure of a landing page and is constantly undergoing revision to meet the demands of the ever-expanding internet audience. The fifth version of this series, HTML5, includes a new selection of tags that allow users to create types of animation and video that traditionally required plug-ins (like Flash) to operate. By eliminating the need for external programmes web standards, particularly with mobile, can dramatically improve.

Why you should start building HTML5 banner ads:

HTML5 has transformed the landscape of internet advertising with its ability to produce impressive rich media content that was once only possible with the assistance of a third-party software. To gain an insight into HTML5’s capabilities and the way that it can aid your digital marketing efforts, take a look over the points below.

1. It’s a chance to be creative
HTML5 offers designers an advanced selection of features to entice viewers to interact and engage with their content, like video, audio and animation. The size of HTML5 ads can also be quite small, meaning that whilst creators get to produce elaborate and detailed ads, the quality of their designs and smoothness of the movement will not be sacrificed.

2. You can improve engagement
It has been proven that rich media ads can improve click-through rate by up to 267% in comparison to static banners. HMTL5 ads encourage more interest from consumers due to the fact that they are visually stimulating, touch-sensitive (they can be swiped, pinched, rotated or physically shaken) and will alter to its viewers’ demographics.

3. They are compatible with any screen size
Another benefit of HTML5 is its compatibility with all screen resolutions. Whereas Flash was not supported by certain devices, HTML5 effectively operates across most platforms. With such a vast range of devices now used to browse the web, it is a great benefit that HTML5 banners will adapt to fit any screen size.

4. You can collect more data
Not only is HTML5 advantageous in terms of visuals, but also from a data perspective. As well as impressions and click-through rate, rich media ads allow you to view additional statistics such as video plays and interactions. The more data you collate and analysis that you perform, the more accurate your marketing strategy will become.

As we bid farewell to Flash, we say hello to a new chapter in display advertising. Internet marketing is more saturated than ever before, meaning that it can be a real challenge for businesses to grab the attention of consumers. But, with advancements like HTML5, advertisers can capitalise on current trends like the shift to mobile and concentration on video content.