With HTML5 banners you have the ability to incorporate motion to better attract attention from your target audience. Motion can be applied to any element within the banner and can be used to reinforce the message being delivered. HTML5 banners can also use more than one frame of creative. This allows you to tell a story, highlight various product features, benefits and updates, showcase more compelling imagery, and give the viewer more valuable information, all of which contributes towards higher click-through-rates.
Rich media banners are an extension of HTML5. The same benefits apply but there’s one core differentiator – rich media banners incorporate MP4 video files. This allows you to leverage existing video footage as well as achieve motion that may not be possible with HTML5. One thing to bear in mind is the higher cost to place rich media ads in comparison to HTML5.
In the context of web banners, “dynamic” refers to the ability to update copy, images and CTAs in real time, and you can even add net new variants. This great feature has a range of applications including A/B testing and localisation, and can streamline the management of your banner assets. Changes can be managed from a single, online Google sheet and both HTML5 and rich media banners can be set up as dynamic. To test changes before affecting the live ads, you can make draft updates in our preview tool.
