When you’re working with HTML banner ads, it’s vital to place them correctly for maximum impact. Let’s take a look at what you need to know.
The importance of the right placement
When you’re creating HTML5 banners, you need to know that you can place them on the right online pages for maximum brand exposure, engagement and conversions. It’s important to consider factors such as the size and format of your HTML5 banners, the design, webpage placement, target audience demographic and overall performance.
Where to place HTML5 banners
Marketers will use different strategies to help them decide where to place their HTML5 banners. Here are some high-traffic placement options:
Above the Fold
This means that the HTML5 banners are placed in the section of the web page that the user can see without scrolling. In the days of print, this would refer to the top section of the paper, literally above the fold.
Banner ads placed in this area are usually highly visible and will be more commonly clicked than ads placed below it. This is a powerful way to boost engagement and visibility. But bear in mind that you will typically pay more to the advertising platform to place your HTML5 banners in this prime spot.
Alongside Content
Another great spot is to place HTML5 banners alongside the main content of the site itself. Pop the banner next to a blog post and article, and again, you should see good results for your engagement and conversions.
Centre of the Page
HTML5 banners placed in the middle of a web page will usually get more traffic than those located elsewhere. A good spot is above the main content. Another great spot is by the page’s call to action, to boost engagement and recognition.
Getting the most from HTML5 banners
Banner ads can share information with your audience or help monetise space on your site, and HTML5 has become the modern standard for them. HTML5 banners are lightweight in code, visually appealing and support multimedia elements such as animation and video, so it pays to make full use of what the format offers rather than treating it like a static image.
Whatever the spot, whether the header, the sidebar or within the content, keep the user experience in mind. If a banner makes it harder for people to read or use your content, it creates frustration and hurts conversions rather than helping them.
Make sure both the website and the ads respond properly to different screen sizes and devices. This matters for visitors, and it matters for search too, as rankings are affected by how well a site performs across devices. Finally, check your metrics regularly. Monitoring how each banner performs shows which placements and designs are working and where changes are needed.
What banner ads can do for a campaign
Banner ads are the rectangular adverts that run along the top, bottom or side of a web page. Their job is to catch attention and raise awareness of a brand and what it does, which is why where they appear matters so much.
They can serve several goals: driving more traffic to your website, promoting a particular product or event, or simply making more people aware of your name. They also work well alongside other forms of digital marketing as part of a wider campaign rather than on their own.
Whatever the aim, the ad has to be eye-catching. Animation can help draw the eye, and the colours you choose should stand out from the page around them. Combine a strong design with the right position and the banner has a much better chance of being noticed.