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Choosing Between HTML5 and Static Ads: What You Should Consider

Knowing HTML5s can be alluring, here are some things to consider before one over the other.

Before you decide to use HTML5 ads over static ones, take a moment to think about how you browse the internet. Recall the last time you shopped online, watched a funny video, or read an article. What kinds of ads did you see? Were they animated or still images? Did any catch your eye or distract you? Did any ruin your browsing experience?

As a digital advertiser, these are important questions to ask yourself. Creating a positive user experience isn’t just a nice-to-have—it’s required by the Interactive Advertising Bureau (IAB). Gone are the days of big, flashy ads that overwhelm webpages like a NASCAR paint job.

Depending on your campaign goals, budget, and message, both HTML5 and static ads can be effective. But here are some key points to consider:

  • Static ads are cheaper and quicker to produce than HTML5 ads.

  • HTML5 ads require specialized skills to create and test, which can be challenging without HTML knowledge.

  • According to Google’s display standards, static ads have a 71% higher Click-Through Rate (CTR) than HTML5 ads across all sizes and industries.

  • Static ads load almost instantly, while HTML5 ads can take longer to load, potentially causing users to lose interest. Since you have only seconds to capture attention, simplicity often wins.

Understanding how users interact with the internet and digital ads is crucial to running a successful campaign. To stay competitive, it’s often best to keep your ads simple and focus on a clear, persuasive call-to-action. Choosing static ads can boost your CTR and create a better experience for your audience