When preparing your next advertising campaign, it’s always hard to come up with fresh concepts and ideas to bring your campaign to life. Marketers all over the world find it especially difficult when it comes to the visual part of the concept.

Nonetheless, the visual part of your advertising campaigns is vital to its performance and ROI. In 2022, marketing as become even more visual so you need to take this into consideration. To stay on top of the trends, it is very important to constantly stay aware of what your competitors are doing but also where display advertising is going. If you’re not an expert in display advertising, don’t worry, we’ve got the perfect display advertising beginner’s guide for you.

Alright, now that you’re an expert in ad banners, we’ll try to get you inspired with the best html5 banners out there! On top of that, you’ll find a list of the HTML5 banners best practices to nail your next campaign 🚀

HTML5 banners best practices 2022

Now that you’re inspired, let’s check your knowledge about the HTML5 banners best practices for 2022. To cover everything, we’ll talk about technical requirements as well as design guidelines and trends!

Keep your length short

Keeping your ad short is key to improve your ad performance. Your banner ad should always remain under 15 seconds according to recent HTML5 banner specs. Indeed, you only have a few seconds to grab the viewer’s attention. If you neglect this first impression, you’re loosing your audience awareness and your message will not be acknowledged!

Go straight to the point

Having a clear and understandable message is crucial. Your viewer needs to understand your offer and your message immediately. Write simple and short sentences that clearly express the value you bring to your customer. 50 characters (including spaces) is ideal, 90 characters being the maximum.

Do not forget to choose your message according to your goal. Whether it’s retargeting or prospecting, the message of your HTLM5 animated banner should match the purpose.

Choose your font wisely

The font is one of the elements that you can use to attract a viewer’s attention to your product or service. As always, use simple sans-serif fonts that are easily readable and do not use more than two clear fonts. Your viewer should be able to read your message without hesitation.

Also, a hierarchy needs to be respected between the text elements on your HTML5 banner ad. It allows the user to get the importance of each element and the way to read your banner.

Use various formats for different platforms and devices

With the increase of mobile trafic during the last decade, adapting to different platforms and devices has become crucial. You cannot afford to only produce banners for desktop devices since 50% of web traffic comes from mobile. Look for HTML5 banner formats that will adapt to your audience devices.

Add a tempting CTA

CTAs (stands for Call to Actions) are short sentences used to encourage your audience to take action. The first option is to use “classic” CTAs such as “Learn more”, “Subscribe”, “Try for free”,… A better option it to use a CTA that instills a sens of urgency with a time limited offer for example.

15 Best HTML5 banner ads in 2022

We selected the best 15 HTML5 animated banner examples that you can get inspired from. All these HTML5 banners have specificities that make them unique and remarkable.

Minimalist banner

home depot minimalist banner
ikea minimalist banner

Home Depot is using a minimalist banner with their recognizable orange brand color. It’s important to keep your visuals on-brand.Ikea always keeps it simple. White background, very small text, logo and minimalistic visual. That’s it!


IBM animated banner

IBM created an adorable animation inviting you to click and to learn more about their supply chain.

Color matching

nescafe color matching banner

Using colors that matches your brand guidelines is a way to be easily recognized by the viewer. Brown gradient, coffee grains, you instantly know which brand we are talking about.


clean nike banner

A small logo and a simple and clean visual is the way to go! This ad features a single product. Indeed, product shots are a great way to make people click on your ad. If you like the product, you’ll want to know more about it.

Making the image talk

image talk paypal

Use a visual that illustrates the text message. PayPal is urging the fact that you do not have time to waste by showing a young women in action, in the public transports.

Let your claim stand out!

claim samsung banner

Show what makes you different. In this ad, Samsung is advertising a laptop designed exclusively for gaming and a smartphone with a very efficient camera for low-light.

A product photo is worth a thousand words

nike product photo banner

The goal of a banner ad is to showcase the added value of your product or service. That’s Nike is doing here by adding small texts in a bold font that draws your attention.

Make your audience drool

coca cola drool banner

Banners that make you feel hungry and thirsty at the same time are very efficient. This Coca-Cola ad makes you want to share a meal with people you like and enjoy your time together.

Be mysterious

mysterious apple banner

Apple Music designed an intriguing banner: no visual, small text and a simple CTA. It makes the viewer wanna know more.

Use an ambassador

emma stone vuitton banner

Banners with famous people are really powerful. If you like the celebrity advertising the product or service, you’ll want to know why it’s great and how you can do the same.

Trust your brand image

gucci brand image banner

Sometimes, only the name of the brand is needed. It’s the case here with Gucci, a luxury brand that doesn’t need to be introduced.

Call your audience to action

cta wordpress banner

Create banners that target a specific need. Here, WordPress is giving you the opportunity to create a website and a blog quickly and easily. They catch your attention with the sentence “Share Your Passion”.

Warm colors

warm colors banner

In this banner ad, the warmer tones make the rings stand out. Neutral colors give a high-end effect to the banner. Perfect for a jewelry brand!

Be motivating

motivating philipps 66 banner

Add motivational messages to your banners. In this example, Phillips 66 use the action of buying gas to motivate you to start your day and bring you motivation.

And that’s a wrap! You have now all the necessary information to design the best HTML5 banner ads, some tips and tricks and examples to get inspired from!