Animated ads do not reach the CTA as quickly as a static banner. Therefore, if you have a simple, short message to convey, a static banner may be more suitable for your campaign. Static ads won't blow a big hole in your budget either. The bottom line is that both animated and static digital ads can work very well if executed correctly.
If you evaluate all the circumstances, including campaign objectives, ad message, budget and placement, you can leverage digital ads to work well for your campaign. However, HTML5 is becoming the hero of online advertising. It has single-handedly given display ads much more flexibility across multiple devices by eliminating the need to create multiple versions of the same ad. The most important aspect is that no matter what device or browser you are on, the banner will display and animate the same.
Targeted display advertising, also known as banner advertising, has the ability to attract a specific target audience for the sole purpose of tactics such as generating sales and brand awareness. Briefs range from sleek constructions with subtle animations, to fast and cheerful frame transitions with bright colours, to constructions that feature intense colours paired with soft and captivating animations. According to Moon Workshop, a study based on more than 200,000 users revealed that more than 65 percent of advertisers consider HTML5 animated banners to outperform static banners and use them in their media plans. Banner ads are very popular today despite the wide proliferation of ad-blocking applications available for all browsers and operating systems.
Some of the most interesting banner ads are animated, and can raise brand awareness and generate sharing and conversation on social networks. One of the reasons you may see a higher CTR for a static banner ad than for an HTML5 ad is that some HTML5 ads don't get to the call to action fast enough. Over the past few years, 97% of marketers have created HTML5 banners, while only 3% have created animated flash banners. Banner advertising (also known as online display) is one of the best tools a marketer has if they know what they are doing, how to do it correctly and how to target the right audience.
Overloaded banners make you feel even more annoyed by making the whole page feel cluttered and unfriendly. Just because a publisher supports HTML5 banner ads doesn't mean it's necessarily the right choice for your campaign.