Static image ads are easily created as a JPEG or PNG file but have a number of limitations. HTML5 banners have different capabilities, and knowing the differences will help you create the correct type of ad for your needs.
Animation and Interactivity
There are many fundamental differences between static image ads and HTML5 banner ads. Firstly, a static image ad is a single image file (such as a JPEG or PNG) that has been ‘frozen’ into place and is unable to change. HTML5 banner ads, on the other hand, can be full of movement and interactivity such as hover states and have clickable elements within the ad itself.
Responsive Resizing
HTML5 banners are fully flexible and can be resized to fit any ad space without the need for different files to be re-exported as opposed to static ads which are set to a fixed size and therefore need to be re-exported to fit different sized ad spaces.
Swapping Content Without Redesigning
HTML5 banners can be easily updated by changing text or offer in the files without the need for a full redesign. Static ads on the other hand need to be redesigned from scratch each time a price or message is changed.
For HTML5 Banners, visit https://thebannermen.com/banners/animated-ads/html5.
Load Behaviour
HTML5 banners are usually loaded in parts, which means that the beginning of the file has a relatively small size. However, once all the parts have been loaded, the banner is then rendered by the browser. As opposed to static images that are loaded in their entirety from the beginning and are therefore very predictable on slow connections.
Tracking Depth
HTML5 can track individual elements of an ad, for instance hover time, video completions as well as individual click actions for instance individual buttons on an ad. This is in contrast to static ads where all that is reported is a click. The IAB Europe ad format standards detail the metrics that need to be reported for cross publisher evaluation across multiple online advertising platforms.
Of course, both formats are being used. The question is, where to use them. The criteria to select between both formats are the available budget, the frequency of changes in the offer/copy and the level of detail required by the reporting.
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