What are the Best Practices for Producing HTML5 Display Ads?

HTML5 ads boast some incredibly advanced features that your next marketing campaign is sure to benefit from, provided you can create some eye-catching designs. 

It’s not all about the aesthetics—although they are extremely important—it’s about when and where you place them and how you use the data that they can provide you with. Display ads that follow best practices are beautiful and functional, and they’ll take your digital advertising efforts to the next level. Here’s how to produce them.

How to create HTML5 display ads

Creating HTML5 ads—especially with programmatic advertising—can be challenging if you lack experience. Partnering with a programmatic advertising company ensures seamless execution across your campaigns.

If you want to create display ads yourself, Google Web Designer is a great place to start. This free tool provides everything you need, from animation to audio, to build engaging ads. In addition to the audio and visual elements of the ad, HTML5 ad best practices also include HTML5 code, which enables the ad to function properly and adapt seamlessly across different platforms.

To ensure your display ads work seamlessly across devices like mobile and desktop, following best practices is essential.

Utilize animation and interactivity

Transform your static ads into attention-grabbing experiences with animations and interactivity. Even subtle motion can captivate your audience—after all, our eyes are naturally drawn to movement. Consider your own browsing experience: the most memorable ads you encounter often incorporate dynamic elements that make them stand out from the static noise.

Don't let the technical aspects intimidate you. The web is rich with step-by-step tutorials and resources that can guide you through the animation process, from basic transitions to more complex interactive effects. A quick search on YouTube will reveal countless practical guides to help you get started.

Use a call to action

Calls to action are essential in advertising because they demand the viewer’s attention, and they become even more powerful when paired with HTML5 animations. By creating a sense of urgency in your display ads, you can elevate your brand's perceived value and exclusivity. While direct phrases like "buy now, limited stock" can work, consider your brand's voice – a softer approach might be more effective. For instance, a friendlier question like "When will you get yours?" can create the same urgency while maintaining a more personable tone.

Include interactive buttons

Interactive buttons aren’t just more authentic than static icons—they’re a best practice for capturing attention and driving engagement. In today’s digital landscape, attention is the key metric for ad effectiveness, and interactivity is a proven way to boost it. Why settle for passive imagery when dynamic, clickable links can seamlessly guide users to your social channels?

High-attention ads prioritize immediate value. Interactive elements transform passive viewing into active engagement, increasing interaction rates and brand recall. If something looks clickable, it should be—functional design builds trust, while static ‘fake’ buttons frustrate users and drive them away. To maximize attention scores, HTML5 display ads should focus on interactive, user-friendly design.

Use the right colors

Color is more than just a design choice—it's a tool to communicate your brand’s message and grab attention. Opt for viewer-friendly colors that balance your brand’s aesthetic with clarity. A good color scheme should enhance your message without overwhelming it, making it easy for your audience to understand the ad's core information at a glance. If you need help striking this balance, PadSquad's team is ready to help your HTML5 display ads shine.

Leverage AI for design

AI tools are transforming ad creation, taking the guesswork out of design decisions. These smart platforms can instantly generate multiple ad variations based on your brand guidelines and past performance data, making it easy to test different layouts, colors, and animations. By analyzing what works best for your target audience, AI helps you create display ads that not only look great but actually perform. Plus, you'll save hours of design time while maintaining consistent branding across all your ad sizes.

Looking to create HTML5 display ads for your brand? Skip the learning curve and leverage our expertise. Contact PadSquad to get started.

Editor's Note: This blog was originally published on August 29, 2022. It was updated on January 5, 2025.