Display advertising is a dynamic form of advertising which utilises creative imagery, graphics and video to convey its core message. Also known as banner ads, this form of advertising is one of the most effective and can help businesses across all sectors to stand out from the crowd.
Here are some of the most compelling reasons why you should be using HTML banner ads.
1. Banner ads are suited to all browsers and devices
Banner ads are extremely dynamic and can be scaled to fit all browsers and devices. At a time when collectively we are using more different devices than ever before to browse online, digital advertisers need to know that their messaging is reaching the right people, in the right places, at precisely the right times.
HTML banner ads can be easily distributed across the whole of the Google Display Network including on mobile devices. This means that digital advertisers can be confident that their messages will be served to the right audiences and demographics.
2. Advanced performance optimisation tools
The key to driving online success today is by using data to optimise campaigns and make more informed strategic decisions. HTML5 adverts support data capturing, which means that digital marketers will have access to more data which offers more to go on than just a click-through rate.
Some of the metrics to consider when optimising each element of an HTML5 ad include engagement, video plays, interaction rates, and mouse-overs. This information can provide a wealth of information, including whether video content is holding people’s attention and which elements prompted a user to click through to learn more.
3. Tell your story
Fundamentally, at a time when audiences are actively looking for ways to connect with the brands they choose to support, animated HTML banner ads provide myriad ways for digital advertisers to tell a story or share a brand’s ethos.
Animated adverts aren’t necessarily inherently better than static adverts, however carefully considered animated ads are more likely to capture the attention of a specific audience, which can lead to increased brand awareness and higher conversion rates.
