Gold standard for animated display ads

With a decade of experience in working with various ad technologies and top global brands across three continents, our team has developed a deep expertise in creating and optimizing display digital ads. Through analyzing hundreds of campaigns, we have discovered that animated ads offer greater creative flexibility and deliver higher returns on ad investment.

Imagine a world where your brand's message comes to life through the magic of animation, captivating viewers and drawing them into an immersive experience. Animated ads not only grab attention with their dynamic movement but also resonate deeply with audiences, evoking emotions and creating connections like never before. As video content continues to dominate the digital landscape, animated ads have emerged as a powerful tool for engaging viewers and driving results.

The art of animation lies in its ability to distill complex ideas into visually compelling stories that transcend language barriers and resonate with diverse audiences. By harnessing the power of movement, animated ads have the unique ability to pause the endless scrolling of viewers and captivate their attention with vibrant and engaging visuals. From playful animations to sleek motion graphics, animated ads are reshaping the advertising landscape and paving the way for brands to connect with consumers in a whole new way.

You can find more details about the difference between animated and static banner ads in our article Navigating the landscape of Static and HTML5 banner ad Innovations

The varieties of animated ads that can be utilized in your display campaigns

Over the years, GIFs have been the traditional go-to for crafting vibrant Google display ads. Yet, their compact file sizes and restriction to 5 frames per second often yield choppy movements and diminished quality. Adobe Flash was a go at remedying this drawback, offering visually engaging ads with smoother animations, though at the cost of mobile adaptability and vulnerability to viruses. Following Adobe's discontinuation of Flash, the quest for a fresh solution for rich media ad formats that could seamlessly function on mobile devices arose.

While HTML5 made its debut back in 2012, it wasn't until Flash's decline that its potential for fashioning Google display ads was fully realized by publishers. HTML5 allows for the development of media-rich, responsive ad units that effortlessly span across various devices, platforms, and browsers. Diverging from GIFs' frame-based animation constraints, HTML5 ads employ a timeline animation technique, resulting in smoother and more intricate animations while maintaining fully compressed files. Furthermore, HTML5 resolves the issue of pixelation in smaller ad components through the use of vector graphics.

The reasons to choose HTML5 animated ads over GIF ads

1. Enhanced Quality

   HTML5 banners offer a broader range of colors and design possibilities compared to GIF files, allowing for more visually appealing and engaging advertisements. Capturing the attention of online audiences with vibrant banners can lead to increased click-through rates, revenue generation, and improved search engine rankings in the competitive digital advertising landscape.

   
   

2. Creative Freedom for Designers

   HTML5 banners provide designers with the flexibility to utilize different scripts such as CSS and JavaScript, leading to the creation of compelling and interactive ads. In contrast, GIFs have limitations and offer less room for creativity. The higher conversion rates of HTML5 ads are attributed to this creative freedom and interactivity.

   
   

3. Compact File Size

   HTML5 ads have smaller file sizes compared to animated GIFs, resulting in faster loading times and better user experience. Slow loading GIF files can deter users from staying on a website, whereas HTML5 ads offer a smoother browsing experience, contributing to higher click-through and conversion rates as well as improved search engine rankings.

   
   

4. Detailed Analytics

   HTML5 banners offer comprehensive analytics and tracking capabilities, providing insights into user behavior beyond basic metrics like click-through rates. The data collected allows for in-depth analysis and optimization of advertising campaigns for better performance.

The requirements for HTML5 display ads by Google ad network.

• HTML5 display ads must use click tags to direct users to a landing page from the ad.

• The click tag should be easy for the ad server to read. Don't use a code minifier on the click tag.

• When someone clicks the ad, the landing page must open in a new tab or new window.

• Ads can animate for no longer than 30 seconds.

• Ads that spawn popups or surveys are prohibited.

• The zip file is the required file size. So the entire zip file needs to be 150 KB or smaller. Here’s a helpful resource.

You can find detailed requirements in Google guidelines for HTML5 creatives here.

Conclusion

The use of HTML5 animated display ads has become the gold standard for brands looking to elevate their online advertising strategies. With superior quality, creative freedom for designers, compact file sizes, detailed analytics, and compatibility with evolving technologies, HTML5 ads offer a multitude of benefits that surpass traditional GIF ads. By embracing the power of animation, brands can create immersive and engaging experiences that resonate with audiences, drive results, and future-proof their advertising efforts. As the digital landscape continues to evolve, choosing HTML5 animated ads over GIFs is a strategic decision that can help brands stay ahead in a competitive online market and connect with consumers in innovative ways.

FAQ:

1. What are the benefits of using HTML5 display ads over GIF ads?

   HTML5 display ads offer superior quality, greater animation flexibility, enhanced creative freedom for designers, compact file sizes, and detailed analytics. They provide a visually appealing and engaging experience for online audiences, leading to increased click-through rates, revenue generation, and improved search engine rankings.

   
   

2. What types of animated ads can be utilized in display campaigns?

   Animated ads can range from playful animations to sleek motion graphics, capturing viewers' attention with vibrant visuals and engaging storytelling. By harnessing the power of movement, animated ads create immersive experiences that resonate with diverse audiences and drive results.

   
   

3. Why should brands choose HTML5 animated ads over GIF ads?

   HTML5 animated ads offer enhanced quality, creative freedom for designers, compact file sizes for faster loading times, and detailed analytics for optimization of advertising campaigns. The flexibility of HTML5 ads allows for interactive and compelling storytelling, leading to higher conversion rates and improved user experience.

   
   

4. What are the requirements for HTML5 display ads by the Google ad network?

   HTML5 display ads must use click tags to direct users to a landing page, have a click tag that is easy for the ad server to read, open the landing page in a new tab or window when clicked on, animate for no longer than 30 seconds, and have a zip file size of 150 KB or smaller. Ads that spawn popups or surveys are prohibited.

   
   

5. Where can I find more information on the difference between static and HTML5 banner ads?

   You can find more details about the difference between animated and static banner ads in the article "Navigating the landscape of Static and HTML5 banner ad Innovations" referenced in this blog post.