HTML5 Ads - The Cure to Banner Blindness



If your company is still using static banner ads instead of HTML5 ads (dynamic banner ads), then there’s a good chance that money is being left on the table. A huge part of your target audience is not seeing your ad, even if it’s right there in front of their eyes. This is because of the so called "banner blindness" - people tend to ignore page elements which they perceive as ads.

Think about your own experience for a second. You probably saw a few banners today. Can you recall any of them or their offers? Probably not. In fact, only 14% of consumers remember the last ad they saw and the company or product it promoted. Even with today’s sophisticated targeting technology, banner blindness remains a key challenge.
So, how can you assure every website visitor at least sees your ad?

High-impact HTML5 ads are proven to attract users' attention and bring much more traffic to websites than standard static banner ads. A study by Adform shows that clickthrough rates of rich media HTML5 ads are x2.5 times higher than those from static ads. This is true because, psychologically, it is almost impossible for your eyes to ignore movement. This is why animated banner ads are the wiser investment since they assure people are actually viewing your ads.
What about the users, who haven’t initiated a click, but have interacted with our ads?

There is a variety of situations in which a user may have interacted with an ad but has not reached the landing page. Usually, users who have only interacted are out of reach for the Advertisers as they have not reached the website and are not in an available target audience. This usually affects the creatives which advertisers create as they have to be strictly made to generate clicks - there isn’t much space for creativity.

EasyAds Audience Center easily overcomes this problem because it keeps track of users who have only interacted with an ad (known as campaign data). This way these users can easily be added to an audience, who have seen the ad, but have not clicked. This data can be used in many situations - from setting up an order strategy in which the ads are displayed to gathering data about users opinion on a certain topic. You can see examples of such banners in the example section below.

By using the data from EasyAds Audience center you can now easily promote your product and business using personalized and tailored ads according to real user action and preference!

Real-Life examples


Now, if you have decided not to stick to a single, static image, where should you begin? What techniques have worked for other brands? Below, we’ll take a look at some of the HTML5 ads which may inspire you to build your own creative strategy:

Cocosolis | Slider banner for a preview of different products

If you are a manufacturer or importer of several products this banner will give you the opportunity to advertise up to 5 products simultaneously. The image-slider constantly rotates thumbnails of the products and highlights one of them, so it easily catches the attention of the users.

Result: Users can see and read a short description of each product before even visiting your website. The banner utilizes every impression received by showing a diverse range of products at the same time, increasing the chance to appeal to the user.

Paradise Center | Banner with a “scratch-off” effect which reveals an object, promotion or upcoming event

This ad format works is by hidding a part of the product/promotion behind a field which the user has to scratch off. In our example the banner promotes an upcoming opening of a retail store in a shopping mall. After scratching off the first image, underneath is more information about the exact brand and a call-to-action button to visit and read more.

Result: This HTML5 banner is the perfect mix of technology and marketing psychology. The users are curious to find out what is underneath the scratch-off field while at the same time are having fun doing so. This way we effectively fight banner blindness and lead to a high percentage of user interactions and engagement with the banner. Also, because they have put in some effort in scratching off the image, users are more likely to remember the product/service the ad promotes.

Vimax | Banner-Calculator for leading users to a particular page with a product filter

We have created this html5 banner to help users in their search of an air-conditioner. We realize customers have a difficulty finding the appropriate air-conditioner due to the technical details of the product. To make their choice easier we provide them with an option to choose the right size of their room in the banner, measured in steps for even more convenience. After they move the sliders, choose the appropriate size and initiate a click, we automatically recalculate the steps into meters and send them to a product page with air-conditioners which are perfect for the size of their room!

Result: This banner-calculator creates a feeling of personalization. It increases the chance for a user to end up on a page which has exactly the products he needs. Also, by calculating the room size in steps, we make it easier for the user to measure his room without needing any additional equipment apart from his own two feet. This creates an active interaction with the brand, while adding a feeling of entertainment.

AVO Education Center | Banner with pop-up menu

In order to find out about a desired language course, the user chooses from the options of a drop-down menu. A click on the banner will lead him to the appropriate section of the website. Contrary to sliders, drop-down menus are more convenient when having only a few available options to choose.

Result: A personalized landing page which perfectly matches the user’s interests according to the choice he made with the drop-down menu. The banner can easily be adapted for all kinds of websites, such as:

» Medical clinics and their different types of appointments;
» Language schools, schools, universities with an option for a grade/course;
» Restaurants, pharmacies and other types of retail with a menu option for a particular location.

SDI | Info boxes banner

The ad is just enough to grab a user’s curiosity, without being intrusive to someone who isn’t interested. When a user clicks on one of the small rectangles, it widens to a bigger screen where it shows brief information about the selected service. It also provides a link which the user can click if they want to know more details.

Result: Users aren't redirected to the advertiser's website upon first interaction with the ad. They can read the information they are interested in straight from the banner and make a conscious decision to move on to the website for further reading about the product/service.

Detox Program | Travel Offer | Limited Time Offer

This HTML5 ad urges the customers towards their next purchase with a time-limited offer! This countdown-timer banner is proven to work and has all of the required elements: an image slider and a trendy countdown timer.

Result: It creates a feeling of urgency not to miss the offer which is a proven method to get users to purchase something faster. The slideshow with a few chosen images brings an additional dynamic to the ad. A special coupon code can easily be added on the last screen of the slider for an even stronger effect!

LG Bulgaria | Video Banner

Starting with a video and an intriguing copy, this animated banner speaks for itself. The ad contains an inspiring video of the new LG OLED TV. In case the user wants to know more about this super cool TV, then once the video is over, they can click and browse through the advertiser's website.

Result: The video offers lots of visual information and brand awareness which is harder to achieve with a single static image. The video itself attracts the users' attention while the text and buttons engage them to read and click. If we play a video ad without additional text and explanations, we risk to lose the more impatient users who wouldn't watch the video to the end.

DSK Bank | Banner with interactive sliders

This HTML5 banner is maybe the best possible approach to advertise consumer loans online. The user can use the built-in sliders to preselect the desired period and loan amount. To see the monthly instalment and to apply for a credit, it is necessary to click and visit the advertiser's website.

Result: A personalised ad experience. The user feels as though the Advertiser has provided the exact product to suit and satisfy their need or want. This banner is our proud accomplishment. The sliders move very smoothly so they are easy to use on both a desktop and mobile device. This banner ad can easily adapt to various products and services and provide lots of information about them beforehand such as:

» size and category choice for clothing or shoes

» functionalities of particular appliances such as stoves, washing machines, etc.

» the screen size and price range of a laptop or TV

» package options for a new car
Hopefully with these suggestions we have inspired you to come up with a new creative idea for your ad! Let us know if we can help you create and launch a programmatic ad campaign with some great HTML5 ads.

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