In an increasingly crowded advertising landscape, getting noticed is a major challenge. Thanks to the capabilities HTML offers, we can create more attractive, dynamic ads that offer great creative flexibility. This creativity, coupled with enhanced quality, increases the potential for consumer engagement with the brand.
The power of storytelling
Unlike static ads, dynamic ads allow brands to tell a story. With animations, media and interactions, you’re no longer confined to a single frame to convey your information. You can allow yourself greater creative freedom by including more text and images without overwhelming the consumer with information. What’s more, you can have the consumer interact with your advertising and include them in your story to create personalized, immersive experiences that encourage conversion.
What are the advantages of HTML?
Dynamic content is one of the main advantages of HTML ads, as they attract more attention from your target audience, resulting in a higher click-through rate (CTR). This increases your return on investment.
HTML also allows easy, seamless integration of various media such as videos, animations, GIFs and audio content. It can also be used to incorporate interactive elements such as call-to-action buttons, hover effects and tooltips. Integrating these features can significantly improve key performance metrics such as time spent on the ad and conversion rate, which are essential for your performance indicators.
What’s more, using HTML in DCO (dynamic creative optimization) makes it possible to exploit real-time data to personalize advertising messages according to user behaviour, a strategy increasingly used by media agencies to heighten campaign relevance and effectiveness. You’ll benefit from faster speed-to-market, greater responsiveness and quicker time to market.
Why choose HTML for your digital advertising?
These days, digital competition is increasingly fierce, and so is digital advertising spending by companies. In Canada, this trend has been noticeable right from the start of 2024, with an 8% increase in advertising spending in January and February 2024 compared to the same period last year (Media in Canada, 2024).
More specifically, the digital banner ad spending landscape in Canada is expected to reach CAD 4.11 billion in 2024, according to Statistica. As a result, it’s becoming increasingly difficult for brands to capture their target audience’s attention and convert them. In this ever-changing advertising space, brands’ ability to differentiate themselves from their competitors is no longer just a competitive advantage, but a necessity.
In addition, media agencies are constantly on the lookout for solutions that maximize advertising budgets while maintaining high-quality engagement and visibility. And one strategy for achieving this is HTML ads. According to a Google study, interactive ads can get up to four times more engagement than traditional formats (source: Google).
What are HTML ads?
HTML ads are designed by developers using the HTML programming language. Unlike traditional ads, these are interactive and offer greater flexibility for integrating various multimedia elements such as animations, videos and more, to more easily capture the attention of your target audience.
How HTML improves your ad performance
Greater creativity
Thanks to the capabilities HTML offers, we can now create dynamic ads that offer much more than simple static visuals. These ads allow us greater creative flexibility: storytelling, multiple images or video, animation design—the sandbox is immense.
Higher resolution
HTML production allows us to work with images at twice the resolution of the production format or even vector elements. This means that retina-quality (or dual-resolution) screens, i.e., the majority of new phones and certain screens, will be of much higher quality. For example, for a 300 × 600 banner, the HTML visual will be created at a resolution of 600 × 1200 to ensure better quality and, potentially, better user retention.
This is crucial in a context where users are increasingly attentive to the visual quality of the content they consume.
The most volume-efficient way to animate
File size plays a crucial role in ad loading speed. Media agencies therefore prefer HTML formats because of their light weight, which guarantees fast loading times even on less powerful Internet connections. This improves the user experience by reducing ad bounce rates.
The larger the file, the longer it will take to load, which can frustrate the user and adversely affect advertising. It’s therefore important to keep file sizes as low as possible for optimal dynamic advertising. HTML offers a significantly smaller file size than its competitors (MP4 and GIF), providing a better user experience.
Recently, major browsers (Chrome, Safari, etc.) have claimed the right to refuse advertising that requires too many resources, so it’s essential to have a balance between quality and file size.
How can a creative production partner help you with your HTML ads?
In this constantly fast-paced world of visual content creation, a creative production partner like m&h provides a clear advantage for the creation, execution and success of your advertising campaigns.
m&h works closely with clients’ teams and creative agencies to ensure that the banner concept can be deployed effectively in HTML. By involving m&h at the very beginning of the creative process, you can be sure that the narrative elements will be accurately reproduced. Complex animations may require some fine-tuning, but the aim is always to deliver optimum performance for your ads.
m&h prioritizes both effective animation and compliance with the technical specifications of media suppliers. By entrusting this job to us, you free up your precious time for more strategic tasks. You also leave with peace of mind knowing that you’ll receive high-quality banners that respect the creative idea and language of the brand down to the smallest details.
Before delivering the HTML banners, m&h verifies all technical aspects. If media agencies encounter technical constraints, we’re there to help them analyze and solve the problem, ensuring optimal delivery of your advertising campaigns.
More creative, more engaging, more effective—with your HTML ads, you’ll stay a step ahead of the competition in attracting consumers.
