HTML5 banner…is it a thing?
Last week, we were talking about the difference between animated and flash banner. I didn’t know at the time of writing the article that there has been a new type of banner on the rise. And it has been for over a year now. The new player is HTML5 banner.
Why were any places for newcomers on the banner market?
The answer leads back to us to the most significant feature of today’s websites: responsivity. While animated and flash banners are usually developed with fixed pixels making them inflexible and almost impossible to be displayed on mobiles or tablets (flash ad simply does work on such devices), HTML5 banners allow you to create responsive banner ads. That is a great advantage in the world, where mobile digital media time is higher than ever compared to desktop.
Browsers seem to play into HTML5 banner’s hand, too. It’s vital to know that Google Chrome is blocking flash ads. Don’t get scared just yet and rebuild your whole campaign, because Google AdWords still accepts them and automatically convert them into HTML5 ones. So, technically, it uses HTLM5 banner to display the ad.
Let me mention a practical tip here. When you order such banner, you will receive a flash swf file. It doesn’t mean that your developer misunderstood your instructions or made a mistake. Graphic designers currently use Flash Pro Animation software to create HTLM5 banners, because this is the most advanced tool on the market suitable for banner animation.
There is, of course, a Google Web Designer software as well which is supposed to provide a good alternative of Flash Pro, but at this moment, the software has huge limitations. For instance, it lacks a tool to control animation way. This is already too techy for me. What the takeaway here is that although you receive a file created in Adobe Flash, it will be displayed as HTML5 banner, so no worries.
If you are interested to see all the pros and cons of HTML5 banner compared to flash ones, I recommend the article of HTML vs. Flash: the battle of the banner ads.
Which one do you prefer? HTML or Flash? Or are you an animated GIF fan?