7 TRICKS TO CREATING CLICK-WORTHY HTML5 BANNERS
Have you found the secret potion of giving your HTML5 banners the “wow” effect? Well, If you stay around till the end of this article you will be 7 steps closer.
1. Brand consistency is key
Brand colors, fonts, visual content, logos, tone of voice and tailored messages. These are the fundamental pillars that every business uses to build its unique brand presence and distinctive language. The end goal is to genuinely connect to its target audience. Brand consistency is the practice of keeping all of these elements uniform across all communication channels - physical packaging, advertising materials, website design, social media and online marketing campaigns. Marketers, even the less experienced ones, know how vital brand consistency is. Here is where well-crafted HTML5 banners come in. Successfully adding your brand elements will make your brand easily identified and will reinforce your brand’s message and values. This will build a sense of trust and reliability among your existing and future clients.
Streameye will help you reach this goal every time. Our automated tool will not only help your marketing team craft HTML5 banners without forgetting any of the essentials, but it will also optimize your resources in terms of time and costs. Make sure that all of your HTML5 banners speak your unique language and get your brand message across. Make your brand easily recognized, create strong digital brand awareness and drive more traffic to your website.
2. Mobile, Desktop or Both?
Do you know the habits of your potential customer? Where is more likely for them to see your HTML5 banner ad? Is it while scrolling on their mobile phone at the restaurant, on their laptop browsing for a movie, or on their tablet while relaxing on the couch? Statistics say that the first and the second options are more probable. But why risk it? Why miss the chance to advertise (position) your product or service on every device when you can create HTML5 banners in all shapes and sizes? When creating your digital advertising campaign, make sure to consider both mobile and desktop dimensions. Start by checking the top-performing banner sizes according to Google.
300×250 (Mid-page Unit/medium rectangle): can be positioned on the left or right sides, or in the middle of the webpage. Tends to have good results if embedded within text content.
336×280 (Large rectangle): bigger in size than the medium rectangle ad. Usually has more ad inventory (the total ad space that a publisher has available at any point in time.)
728×90 (Leaderboard): typically positioned horizontally. Performs well when put above the main content. A popular choice for blogs and forums.
300×600 (Half page): takes up a large part of the webpage, giving advertisers more space for visual and text elements.
320×100 (Large mobile banner): an alternative to 320×50 and 300×250 mobile banner dimensions.
Have you already decided on your HTML5 banner dimensions? Don’t forget that Stremeye can help you with this too!
3. Make your banners predictable
Desktop or mobile, the truth is that the average user is almost always involved in mindless internet browsing. As if fighting for the consumer’s limited attention is not bad enough, advertisers have to go head-to-head with their competitors and even other brands. To make your HTML5 banners effective, it is crucial for the viewer to read and get your message at first glance. One way to achieve this is by establishing a visual hierarchy. The main elements that every HTML5 banner has to consist of are the logo (to keep brand awareness), the ad’s main message or value proposition (taking the central space), relevant and attention-grabbing images, and a clear call-to-action (CTA) button.
Take a look at this successful promotional HTML5 banner campaign that Lidl Bulgaria created thanks to our platform. It is catchy, dynamic, and has all the essential elements. As an added bonus, the design and the themes can be easily changed, depending on the season.
4. Think about the Call-to-Action button
Ok, so you have the HTML5 banner design and dimensions figured out. What about the call-to-action button? What is the goal that you want to achieve? What action do you want to get your target consumer to take? You will be surprised by how often users feel lost and indecisive. This is why your CTA has to be on focus, well-embedded in the design and straight to the point. Among the most used CTAs are “try now”, “sign up”, “learn more”, and “download now”, but they can vary depending on your idea.
Here are a few not-that-typical CTAs:
Join the action
See for yourself
Get the lowdown
Unlock exclusive benefits
Here is another stellar HTML5 banner campaign example from our personal portfolio. Holland Casino Live trusted Streameye with its first launch in the Netherlands. As you can notice, the CTA button is gently put on the right side of the HTML5 banner and is easy to spot thanks to the distinctive colors.
5. Don’t experiment with the file size and format
Marketers always stress over the design and the copy of their HTML5 banners. Yet, there is one more variable when it comes to a successful promotional campaign - the loading speed of the HTML5 banners. According to Google Ads your banner ad should be no bigger than 150KB if you want to avoid stumbling blocks such as slow loading times and high abandonment rates. If you are already using HTML5 banners to advertise your product or service, you know that, due to their technology, they are fast to load. This means that you can play with the banner size and add more digital assets to the design while keeping a high-quality image. However, make sure to follow Google’s official guidelines.
6. Personalize your message
Who are you selling to? How many customer avatars do you have? What is the difference between them? Once you answer those questions, you will know how many HTML5 banner designs you have to create and how to personalize your message depending on your target audience. One way to do it is to take into consideration the demographic information - location, age, gender, and interests. If you have a good hunch for ad personalization, your campaigns will be more relevant and effective because they will resonate with the viewer.
Another important detail is the customer journey. Are you positioning your product or service for the first time or are you launching a remarketing promotion? Whatever the answer, the message you choose to vocalize will break or make your campaign.
7. Check browser compatibility
HTML5 banners come with many advantages. They give you freedom when it comes to creativity and design. Yet, not everything depends on the talent of your creative team. Different browsers have their own capabilities and requirements. Your HTML5 banner won’t appear properly if they are not compatible with them cutting down the click-through rate (CTR). To save valuable resources and make sure to always check your ad on various browsers.
Or even better, to save yourselves the headache of manually creating and testing your HTML5 banners, you can just trust our creative management platform, built by experienced engineers for forward-looking marketing experts. Book a demo now.