Between the myriad distractions of social media, video streaming platforms, and information overload, advertisers face the challenge of capturing web user attention in 2024, requiring extra effort to drive engagement. Traditional display ads remain one of the most important components of online advertising, with ad spending reaching $163.29 billion in 2023. Fortunately, the technology behind them has come a long way. HTML5 ads are an advanced format for digital banners that offer cross-platform compatibility and interactive features for engaging users across different devices.
To capture web browser attention effectively this year, consider adhering to best practices while utilizing HTML5 ads. Here’s what you need to know.
Why HTML5 Ads Are So Important
What makes HTML5 ads such effective tools for online display campaigns? The format has a number of inherent benefits, including:
- Interactive Elements
This advanced ad format supports complex animation, interactivity, and full video, making it easy for users to engage with content and take desired actions.
- Improved Performance
HTML5 ads consume fewer system resources compared to older formats like Flash, enabling faster loading times and a better overall user experience.
- Cross-Platform Compatibility
Ensuring that content reaches a broad audience, HTML5 ads can display seamlessly on mobile, desktop, and tablets, plus various browsers.
Maximizing ROI on HTML5 Ads
The latest generation of display ad technology offers incredible benefits compared to older and more static formats. Here are five tips to get the most from HTML5 ads:
1. Pair with Programmatic to Maximize Conversion
Programmatic advertising allows marketers to precisely target audiences and deliver ads to the right audience at the perfect time, boosting conversion rates and ensuring a better return on investment.
2. Short Format is King
Keeping ad content concise and to the point is crucial for capturing busy users’ attention — ideally 15 seconds or less. Short, impactful messages in HTML5 ads are more likely to resonate with viewers and effectively convey brand information and CTAs (call-to-actions).
This HTML5 ad minimized the use of copy in favor of multiple CTAs, allowing audiences to interact with the brand in various ways, even if they weren’t interested in the specific product.
3. Be Direct
Every ad has a desired outcome, usually involving an action for consumers to take. Make the CTA clear and direct to ensure viewers know exactly what action to take, whether clicking through to the brand website, signing up for the newsletter, or making a purchase. Keeping ad copy short and simple (ideally 50 to 90 characters — including spaces) minimizes ambiguity and reinforces messages for stronger ROI.
This ad for Home Depot careers speaks directly to jobseekers and conveys a clear message about employment opportunities in less than five seconds.
4. Optimize Ad Content for Each Platform
To maximize impact, tailor HTML5 ad content to suit each intended platform where it will be displayed. High-traffic sites with premium ad space may warrant ads that speak directly to their audience, which will garner more attention and elevate the brand’s status.
5. Leverage Interactivity and Animation Capabilities
HTML5 ads offer several advanced capabilities to help content stand out. Use animation, interactive forms, clickable games, videos, and other rich media features to create high quality, memorable ad experiences that keep users engaged.
For its Band smartwatch, Microsoft released an interactive HTML5 banner ad that allowed audiences to drag an icon and reveal a full 360-degree view of the product.
Level Up HTML5 Ads With Power Marketing
Display campaigns are in abundance across the web, but brands need niche digital expertise and talented creative to make the most of HTML5 ads. Power Marketing has decades of experience in designing and distributing digital ads in every medium, including the latest generation of HTML5 formats.
Ready to create HTML5 ad campaigns that stand out and drive engagement? Get in touch with our team to learn more about our digital services.