Banner ads are still an important part of a marketing strategy in 2018. It has been like this for more than two decades and there’s no indication that the trend will suffer significant changes in the future. What’s important here is that banners convert. They can help you increase awareness, generate more leads or convert leads into actual customers.
Trends in Banner ads Design
You will need a budget, inspiration and design skills or budget for a design agency but if you want to really commit to banner advertising, you will not regret it. In fact, we are talking about a huge industry that has been growing for several years now and it is expected to grow by at least 7% every year.
In this article, we will take a look together at the most popular trends in banner design for this year and learn how to make our animated banners attractive, appealing to our audience.
What Type of File Format Should I Choose?
There are several file formats available when it comes to banner advertising. However, if you want to create animated banners, there are only 3 types of banners available: GIF banners, Flash banners, and HTML5 banners.
There will always be a debate on which of these file types are better and the conclusion is most of the time based on a personal decision. At the same time, if you want to make sure you’ve done everything possible in order to be successful, you need to consider creating cross-platform animated banners.
Why is HTML5 Better than Flash and GIF?
Well, let’s take a look at some of the most important reasons to take into consideration when choosing to create an HTML5 banner instead of other types of file formats.
First, consider the fact that HTML5 is natively supported by all browsers. Nobody has to install any third party plugin or software in order to be able to view HTML5 files. All browsers support this code regardless of the operating system or the type of the device the audience uses.
Html5 supports multimedia elements. When people hear “HTML” they automatically think about the older versions of the Hypertext Markup Language. The 5th version, however, allows you to integrate multimedia elements into your banners and create interactive, animated or video banners without using anything else than HTML5 code.
HTML5 is lightweight. Since it’s based on HTML scripts, HTML5 does not consume extra resources. Well, at least it does not consume more than a basic web page. Also, it is small in size, unlike GIFs, which sometimes can get up to several megabytes. As you probably already know, the smaller in size the banner is, the better it is for mobile devices.
Animated Banner Ads
Animated HTML5 banners are easy to design and create with Banner snack. You don’t need to know how to write HTML scripts and, if you feel like you need some inspiration, the tool gives you access to templates and examples upon which you can get started.
Now, let’s move on to the popular trends of the year. What should you pay attention to?
While this is a no-brainer, many advertisers and agency forget how important this part is, especially when it comes to targeting a specific keyword. So, besides studying the target audience, it’s a good idea to also perform a specific research on the competition, their targeted keywords and which of them rank better organically.
It’s good to know how competitive your chosen keywords are, who ranks better for them and, of course, the average costs.
Customizable Interactive Banner Ads
Rich media banners are a great choice because they usually deliver better click-through rate than static banners. What about making your banner interactive and customizable? I am not sure how popular this option was a few years ago, but since HTML5 was launched, it became a real thing within the advertising industry.
Responsive Interactive Banner Ads
Another great option would be to create a responsive banner and allow your audience to interact with it while receiving more information on your products as well. The example, in this case, comes from H&M, a Swedish multinational clothing-retail company.
Expandable Banner Ads
Another interesting concept that I expect to see more of during this year is the expandable banner. For the purpose of this article, I have chosen an example that comes from Thomas, a North American based bakery that sells muffins and bagels. Their HTML5 animated banners looks like just a simple Skyscraper.
Now that we know which file format is better for an animated banner, let’s move on to the most important two questions you may have: “How do I create animated banners?” and “What are this year’s trends in animated banner advertising?”
The creation is the easy part. While in the past this kind of work was performed mostly by a professional designer, now, everybody has access to online tools that make our lives better by dealing with most of the technical issues directly.