HTML banner ads: four dos and don’ts

If you’re designing a HTML banner, it helps to understand some best practices and some things to avoid. Here’s our advice:
1. Keep your banner simple
Sometimes more junior designers make the mistake of adding too many design elements to their HTML banner ads and these can be visually confusing to people looking online. It’s good practice to keep the ads simple and really focus on the first and last frame, which is where the highest level of attention will be focused. Simple and punchy tends to be best, without too many bells and whistles!

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2. Check the rules
Don’t risk submitting artwork to the relevant platform without checking the rules first for maximum file sizes and formats. For example, some platforms won’t accept JavaScript. Know what you’re working with and download the functional specification before you create your HTML banner ads. You can find out more at:

3. Use template builders
Template builders can be a great way to build HTML banner ads without needing to know how to code. They allow you to see ready-made templates and examples that can then be adjusted to your needs with ready widgets and accessible design features.

4. A/B test
Sometimes designers forget to A/B test their work and this can lead to lost opportunities with conversions. Test different versions of your adverts with your target audience to see which version they respond best to, and adjust your campaign accordingly. This kind of insight can also be extremely valuable for future campaigns so that you have a stronger idea of what your audience wants to see before you create a new template from scratch.

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Follow these good practices and avoid common errors, and you’ll get great results from your banner ads!