HTML5 banner ads: the best examples in 2023

Launching a new advertising campaign is always a tricky business. There's always the risk of not generating a positive ROI.

Among the steps involved in launching a campaign, the creation of HTML5 banner ads has a major impact on results. This requires creativity and inspiration. Except, as you well know, you don't make appointments for inspiration; it comes when it's ready.

To make up for the lack of ideas, it's a good idea to draw inspiration from advertising campaigns that have already proved their worth. That's why we've put together a list of the 12 best HTML5 banner ads of 2023.

Last year, in a similar article listing the trends for 2022, we highlighted best practices for the creation of HTML5 banner ads. These tips are still relevant today. Here's a reminder:

  • Keep sentences short
  • Get straight to the point
  • Choose your font with care
  • Use different formats for a responsive banner
  • Add a CTA that can't be refused

For more details, we invite you to (re)read the article. We've covered the theory, now let's see what it looks like in practice.

The 12 best HTML5 banner ads of 2023

Playing on the season

In summer, spirits rise and consumers are more open to spending. So Nike decided to take advantage of the warm weather craze to highlight its colorful products.

By using the word "essentials", the brand with the comma invites consumers to focus on what's really important, i.e. Nike products. Finally, the call to action (CTA) is both short and ultra-explicit. It's a risk a brand with such a high profile can afford to take.

Raise a question

A simple question can sometimes be a wake-up call, bringing to light a prospect's problems. That's what Fiverr does with this HTML5 banner ad..

The banner is made up of 2 parts:

  • A highly explicit image
  • A text zone including a CTA written in the imperative to increase persuasiveness.

Passing off as Google

"If it's Google, it must be serious". This must have been Logpoint's thinking when launching this campaign.

The company decided to create a very minimalist HTML5 banner ad featuring 2 phrases in black on a white background with a blue CTA button. It looks like a Google pop-up message. So, chance or real bias?

Easy as pie

Why make it complicated when you can make it simple? Rather like the previous example, Nexity decided to adopt a simple structure resembling a Google communication.

An explicit image highlights the benefits of the service. What's more, the phrase in gray arouses the consumer's interest with these three verbs: understand, create and succeed.

A colorful banner ad

Everyone knows Amazon today. But how many know about the Amazon Music service?

On this HTML5 banner ad, the logo speaks for itself. It couldn't be more explicit. To attract the attention of Internet users, the American giant doesn't hesitate to use bright colors.

The text is very short, but no less intriguing. The word "free" makes you want to take advantage of it. Moreover, the word "now" in the CTA supports the idea that this is an opportunity not to be missed. If we can't call it FOMO, we're not far off.

Hurry on!

To compensate for the length of its sentence, Granulate plays on the font color to emphasize its promise: "speed". Moreover, the background design gives the impression of movement and therefore reinforces this idea of speed.

The magic of a banner ad

Disney + decided to leave its graphic charter aside in favor of that of its product: the series. The Mandalorian series seems to be a "loss leader".

In just 5 words, Disney + manages to convey 2 messages to Internet users:

  • Exceptionality, with the word "exclusive
  • Simplicity of access with the phrase "streaming now".

Finally, the blue call-to-action button contrasts with the rest of the banner. The CTA includes the word "free" to remove any financial disincentives that might prevent consumers from clicking.

The call to travel

In marketing, it's advisable to talk about the benefits, not the features, of the product. This is exactly what EasyJet is doing with this advertising banner.

It builds a sense of belonging with the words "this is generations easyjet". Then, an image allows anyone to project themselves. Who doesn't want to soak up the Moroccan sun and relax in a swimming pool? All for €49. If you're going to have an attractive price, you might as well make it stand out.

A banner that makes your mouth water

We'd expect nothing less from Burger King. In one sentence, they manage to put the competition out of business. If you're told you won't find a better burger than this, will you want to look elsewhere? Probably not. And you won't hesitate long before clicking on "order now".

We invite you to travel

Less is more. Kayak undoubtedly wanted to follow the saying with this very simplistic advertising banner. A photo, a title, a price and a CTA multiplied by 3 and you understand that you're looking at the best hotel comparator on the net.

If that wasn't clear enough, the phrase "Compare Hotel Prices" is there to remind you.

Let's be honest! Kayak can afford this kind of campaign because they've been building their brand awareness for years.

A preview of the store

With this HTML5 banner, Currys allows web users to already have a foot in their online store. Here again, the arrival of fine weather is a great opportunity to communicate.

A simple CTA combined with a 5% discount will attract consumers' curiosity.


This last example is not an HTML5 banner. However, it's no less inspiring.

A picture is worth a thousand words, and Evian understands this. With this visual, Evian manages to market a neutral product brilliantly. They're not selling water, but rather a second youth.

It's already finished. You're ready to create the best HTML5 banner ads of 2023.

Now it's our turn to invite you to take action and launch your next advertising campaign. From your Abyssale dashboard, you'll be able to pick up templates for your best visuals. And if our examples of HTML5 banner ads have inspired you enough, create a new design from scratch.

Follow us on LinkedIn to keep up to date with the latest Abyssale news and updates.