“I love ads”— said no customer ever.
But still ads are everywhere. Why?
Because ads are important, not just for advertisers but customers as well. They are informative, they educate consumers about the product and services that they might need, where to find it, how to find it, what price they will have to pay for it— everything.
Even though ads have a bad reputation of being annoying and people tend to dislike them, they also appreciate good ads. It is really a love and hate relationship and if you, as an advertiser, learn to master the art of making good ads, love will outweigh hate by leaps and bounds.
But making a good ad isn’t a walk in the park, especially in today’s time. With so much proliferation of content online, advertisers often stay in a constant state of dilemma about what might work for them and what does not. One such predicament is deciding whether to choose animated gifs ads or HTML5 animated ads.
Both of them are widely used and have their share of benefits, however, advantages of HTML5 animated ads are multifold, making it a better choice. But before we start comparing both of them, let’s know more about them individually.
What are HTML5 Animated Banner Ads?
Html5 banner ads use HTML5 files developed in Google Web Designer. They allow your banner ad to be more interactive with different video and audio elements along with animations designed in HTML code. They can be easily adapted on different screens, both mobile and desktop, making them a powerful form of advertising as they reach a large audience with their responsiveness on different browsers and devices.
What’s the deal with Animated Banner GIFs?
You may probably not be able to define what GIFs are and some of us might not even know it’s full-form, but we all have exchanged millions of cool animated GIFs with our friends. They are cute, funny, and relatable—the reason why they became so popular.
But they were not intended to be used that way—being shared by people in the form of memes.
The GIF file format was designed to hold multiple images to reduce the file size. This meant that without losing any information, you could save them even with slow internet connections. However, they were not destined to be just that. With the evolution of Web 2.0, people started to use them as animations without any sound by arranging the series of images just like flipbooks. Soon they became so popular that Twitter, WhatsApp, and websites started to feature them to attract the audiences on their platform.
Benefits of HTML5 Animated Ads Over GIFs
HTML5 banner ads let designers use their creativity by offering so many elements to experiment with, making them popular among advertisers and designers. So let’s explore the benefits of HTML5 animated banner ads and why they are better than animated GIFs.
1. Explore a Million Colors with HTML5
GIFs offer a limited color palette of 256 colors. Because of the finite range of colors, the file size of the images can be reduced. For instance, an image with 254 colors takes up to 9kb space while the same image with around 40 colors will take upto 5kb space. In addition to that, on screens with high resolution, the colors can look dull, making your ads look unappealing.
Unfortunately, such limitations can become the reason for limited reach and lower campaign performance because when you have finite options, you can’t really expect your ad to do wonders. Especially in the competitive era we live in, where people are exposed to around 10,000 ads per day, you can’t afford to compromise on any element in your ad that can potentially make your ad stand out.
Where words fail, color spreads the magic. In marketing, colors play an important role in evoking the desired emotion in your audience. For example, to show urgency, red is preferred, while to evoke calmness, you can use blue. Also, since banner ads have limited space, it constrains you to express your brand’s message in limited words. But you can use different colors to communicate with your audience.
Fortunately, HTML5 has no color restrictions. You can design creative banners ads by choosing any color under the sky to captivate the viewer’s attention and increase the click rate.
2. Let your Creative Juices Flow with HTML5
Honestly, a creative designer doesn’t fear running short of ideas more than they fear the lack of resources that come in the way of executing them. Well, with HTML5, you wouldn’t have to stop your creative mind from wandering and coming up with powerful ideas.
Clearly, with more creative freedom to design engaging ads, HTML5 ads will convert more leads than GIFs.
3. Big Impact with Small File Size
According to a study, GIF files can be 5 to 10 times larger than HTML5 files, making animated GIFs not the ideal choice for creating banner ads. To bring motion in animated GIFs, every single pixel in every frame has to be re-rendered. Assuming that a frame takes up a minimum space of 70kb, the file size will get larger and larger as you add more frames.
While in HTML5 ads, animations only change a single layer or element of the file, keeping the rest of the ad as it is. As a result, HTML5 ads take a lot less to load.
This has a direct impact on user experience. Due to large file size, your animated GIF banner ad will take longer to load, and there are high chances your ad goes unseen by your audience. So it is better to put your bet on HTML5 banner ads over GIFs.
4. HTML5 Animated Banner Ads Support Rich Media
Unlike animated GIFs, you can include rich media content such as videos clips and audio in your HTML5 banner ads. In fact, it has been found out that video ads drive 48% higher sales than static ads.
Not just that, according to a report by eMarketer, among different forms of display ads, rich media ads have 267% more click through rates than static ads, including HTML5 ads.
Similarly, background audio adds more appeal to the ad, making it more impactful. Since, filling the ad space with long paragraphs can make your ad look cluttered, you can easily add audio in your banner ad to share your message with the audience. Or you can simply add exciting music to the video, adding to its charm.
5. Easily Optimized for Mobile
According to App Annie’s report of 2022, people spend a third of their waking hours staring at their phones. Hence, with the world glued to their mobile phones, marketers are shifting their focus to mobile digital advertising. As a matter of fact, mobile advertising is expected to grow from $162.6 in 2018 to $384.9 billion by 2023, worldwide.
That’s why it's crucial to make ads that are responsive on mobile devices unless you want to miss out on the opportunity to reach a broader audience. With HTML5, you can easily achieve that without any worry. But the same can’t be said about animated GIFs. They are not as compatible and responsive on mobile devices as HTML5 ads.
So if a customer comes across a badly executed animated GIF ad, it will create a bad experience and adversely affect your conversion rate.
Clearly, the benefits of HTML5 animated banner ads are more than animated GIFs. They bring much more to the table with their dynamic features, responsiveness, and adaptability. Therefore, you should start designing engaging and creative HTML5 animated banner ads and make your campaigns successful.