HTML5: Level Up Your Digital Advertising Creative
03.18.21 Aislinn BartholomayBowen Brunner
Today more than ever, separating your business from the competition can be a hard feat. Sure, consumers are reverting to digital technology more and more, but so are businesses. To stand out from the crowd, looking closely at your digital creative is a must.
Here is a look at five considerations to use HTML5 digital ads.
1. Behavior-based targeting
First, before we get into the details of digital technology and how it relates to advertising creative, it would be a miss to overlook the importance of behavior-based targeting. To reach your audience, you must know them. Targeting your audience based on their behavior is the first step. Grabbing their attention is the next.
2. Bring content to life
How does the saying go? You were born to stand out. The same idea goes for advertising. Marketers will do anything to stand out to their customers, especially in a virtual world. The easy answer to this puzzle: HTML5. Create interactive and complex animations users won’t be able to ignore. HTML5 is also the only ad format that supports interactivity with the end user.
In case you are unfamiliar with HTML5, here is a quick overview:
HTML5 is a coding language used to write websites. This same language can be used to format all sorts of digital media, from email graphics to web advertising. Due to this coded formatting, HTML5 has unique functionalities allowing it to support both static or animated graphics and interactivity with the user. While jpg, png and gif formats all have their own individual benefits, HTML5 is the most popular option and is the most widely supported by internet browsers and applications.
3. Raising the bar
Tired of seeing the same jpg or png static ad everywhere you go? Us too! While sometimes static images can be more efficient to create, the impact won’t be as lasting compared to an advertisement using HTML5. Static ads can be easier to scroll right by. HTML5 ads, not so much.
You may be wondering about GIFs (Graphics Interchange Formats), which is another ad type that supports both static images and animation. GIFs are mainly used today to support animations on the web, but they can be incredibly limited and often need to be kept quite simple. HTML5 animations allow for more complexity and higher quality.
4. Deliver on customer needs
Your target audience has multiple needs, and it can be challenging to ensure you meet them through one static ad message. HTML5 ads also allow messages to be built in a way that a static ad cannot.
Multiple web destinations can be linked in one HTML5 advertisement, ultimately allowing you to better serve your audience by giving them more control over their ad experience.
5. Better performance
Last, but not least, HTML5 ads can have better performance compared to static ads. They stand out, making them harder to ignore and more enticing to click thru. Marketing industry studies have shown as much as a 26% increase in click-thru rates.
Based on a review of Filament data, we’ve seen as much as a 50% increase in click-thru rates. It’s important to note, HTML5 ads can have a better click thru during the initial launch. With any ads, particularly HTML5, it’s important to review the creative and messaging, along with the length of the campaign to ensure you’re keeping it fresh and on target with your audience needs.