6 Inspiring HTML5 Banner Ad Examples for Your Next Display Campaign

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Being around all kinds of media has made it easy for consumers to access HTML5 banners, but staying on top of the game has become more challenging with stiffer competition. It’s easy to get dismissed as just another brand if you’re not presenting yourself effectively to your audience.

Developing an appropriate creative strategy is a surefire way to maintain your reach and click through rates. In the visually oriented sphere of digitalization, good design techniques can increase engagement and build emotional bonds with your audience. And while “good design” is subject to certain factors—such as your line of business and overall branding approach—you can find tons of inspiration everywhere.

So how do you create winning display banner ads? Here are a few examples of rich media banners and HTML5 ads—and why they work.

Some Examples of Excellent Display Banner Ads

When you create HTML5 ads, the starting point is always your goal and strategy. These HTML banner ads can inspire you, but not all of them will work for your campaign. Consider which approach to take and know how to reconfigure them according to your business plans.

Airbnb’s #LiveThere Campaign

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Widely successful, Airbnb India’s #LiveThere campaign utilizes multimedia across digital platforms, including videos, collaborations, contests, dynamic ads, and more. The visuals evoke sentimentality, accompanied by a short but impactful overarching message.

“The use of incredible scenery in [Airbnb’s] content helps to hold the attention of the user and increases the likeliness that they will reshare,” said a Twitter Marketing report. In the end, the campaign was a massive success, garnering millions of views and support.

Why It Works

Aside from using the best social media ads practices, Airbnb takes a fresh approach by steering away from the clickbait route. #LiveThere proves that a more emotional approach establishes lasting rapport with consumers. The less superficial a connection is, the deeper the impression it leaves.

Knowing your brand philosophy and what your audience loves you for can help you achieve banner ads best practices. “Through digital engagement, we have been successful in taking the value of Airbnb closer to our consumers,” said Varun Raina, Marketing Manager of Airbnb India.

MailChimp’s Offbeat ‘Posters’

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“If you make something unique, people will search for it,” wrote advertising company Droga5. This advertising prospect was simple but outlandish: create whimsical names and market their wacky, made-up products.

There was JailBlimp, MailShrimp, NailChamp, and so on—but no mention of MailChimp, the company behind the idea and one of the world’s biggest email marketing companies.

“We have a history of not taking ourselves too seriously and having fun with our name,” said Mark DiCristina, the brand’s Senior Brand Marketing Director. “This felt like a perfect way to introduce ourselves to potential new customers in a big and creative way.”

It was a monumental project with even more significant risks. According to automation platform Workato, the company paid for 500 million impressions. They marketed display ads as “movie posters,” played video clips as “short films.” And it paid off: MailChimp ended up earning one billion impressions.

Why It Works

Sometimes, the best display banner ads are unconventional ones. Even DiCristina calls the approach “uncharted territory.” For HTML5 advertising, where media tends to be more constrained, the stakes are high—but so are the prizes. Uniqueness can gain you a wider organic reach and more potential clients.

But what about those who can’t see past the creativity? According to DiCristina, that shouldn’t be a problem. “Being okay with who you won’t connect with is a real catalyst to great work,” he said.

Adobe’s Eye-Catching Retargeters

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For a company whose main selling point is design, well-constructed collaterals are a given. Software company Adobe highlights this strength in their display banner ads. They use bright, vivid colors to capture the viewer’s attention, and the text on the image is minimal but clear and straightforward.

Adobe themselves recognizes the impact of having the best HTML5 creatives. In their business glossary, they claim: “A successful display advertising program is an integral part of any marketing campaign.” They use this knowledge to their advantage by combining it with display banner best practices.

Why It Works

Adobe’s display advertising strategy is a perfect example of effective retargeting. They know who they’re talking to, so they can directly market their products’ specific advantages. In any aspect of advertising, knowing your audience is essential.

Clarity is also essential in a limited space. Adobe does not beat around the bush with their call-to-actions—and sometimes, that’s the best practice you can use. “Having an appealing image isn’t enough,” they wrote in their glossary. “Display ads also need to have a clear call to action that relates back to the company’s business goals.”

Disney+ and Sentimentality

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You visit any website and spot a familiar movie. You might be prompted to look—maybe even click. It’s the formula for simple but hard-hitting advertising. Disney+ has adopted interactive banner ads with this approach. Sometimes the ads will feature Pixar films; sometimes they will be characters from the Marvel Cinematic Universe.

In 2020, only a year after the streaming service launched, Disney+ spent $525M on digital marketing—dedicating $41.5M of the budget to desktop display and $7M to mobile display.

Despite being new to the game, the strategy seems to be working. “We now expect that by the end of fiscal 2024, we will have between 230 and 260 million total paid subscribers globally,” Disney+ said.

Why It Works

Disney has an edge of being loved for their work, and they know how to maximize it. Even the call-to-action tugs on the heartstrings of any casual viewer: “Stream the best stories in the world.”

This tactic makes use of the emotional value attached to their work. Disney+ uses recognizable elements, such as characters and titles that the public has likely seen before. It’s a trick as old as time, and marketing intelligence company Pathmatics said it well: “Disney did what Disney does best—understand its audience and create entertaining content.”

Squarespace’s Actionable Advertising

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Website-building company Squarespace is no stranger to successful digital advertising. In 2019, they launched the Make It Real campaign, a series of relatable and humorous content for entrepreneurs—one of their primary target audiences.

The rest of their marketing collaterals follow the same pattern, from social media to HTML advertising. However, they feature product demonstrations and real people instead of a more minimalist approach. This makes the company look more approachable and organic.

Why It Works

Squarespace ads have a strong focus on relatability. They make sure to highlight entrepreneurs, pain points, and solutions. And they turn it into eye-catching visual collaterals. “Great design isn’t a luxury,” Squarespace Creative Director Ben Hughes said. “It’s a tool that anyone can use to immediately legitimize an idea, differentiate themselves, or punch above their weight online.”

Squarespace also uses direct but memorable copy. From “Make it real” to “Sell content,” they entice the viewer by showing tangible benefits.

Actionable words with relatable images are among the HTML5 banners best practices you can follow.

Asana and Consistent Branding

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A consistent branding strategy means good design opportunities. Work management platform Asana shows this by using corporate-forward visuals to feature their services. The icons, simple but vibrant, are all too familiar to those in corporate branding. But it’s not robotic by any means—it’s as dynamic as an ad could be.

Asana has adopted a refreshing tone that moves away from corporatespeak in copy. Instead, they prefer “a good balance between the practical and the aspirational,” in the words of branding agency Creative Supply. Nothing exemplifies this better than their ad designs, which show a mix of familiarity and contemporary.

Why It Works

Asana knows their market—and they know what works for them. That’s what makes their branding strategy effective. And with this strategy incorporated into online banner advertising, they are bound to create impressions and conversions.

What Makes Display Banner Ads Work?

Display banner ads are among the most popular kinds of advertising—they reach over 90% of users worldwide. They are more of a passive option, but that doesn’t mean engagement with them is less meaningful or effective.

Retargeting

This strategy allows for more exposure and is a great persuasive approach. If a viewer remembers your display banner ads, there are greater chances of conversion even in passing. Adobe recognizes these banners as tools that can “offer the greatest return when used as a second touchpoint.”

Retargeting will also allow you to see more detailed insights on testing and targeting. You can create ads tailored to your strongest market by knowing which campaigns are effective.

Personalization

The best HTML5 banners are the ones that establish connections. According to a pulse study by Accenture, sites that are “poorly curated” drive away 48% of consumers. Meanwhile, 91% are likely to shop with brands that provide relevant recommendations.

The magic of personalization keeps interactions genuine and convertible. In a highly automized digital world, having a personalized touch to your collaterals will make your brand look like a breath of fresh air.

Does A Good Design Strategy Matter?

No matter how top-notch your product or service is, you can’t just convert users if you lack visual appeal. But, combined with functionality, good design has a clear return on investment if you’re targeting the right people. if you’re targeting the right people.

So, quickly answered—yes, design is vital in business success. Whether you’re working on a scrollable banner or a simple, static image, design is one of your pillars to success. And there’s no easier way to utilize it than in display banner ads.

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