This trend in HTML5 advertising is to create more interactive and engaging advertisements that deliver a better user experience and provide more accurate measurement and tracking capabilities.
HTML5 offers several advantages for advertising, including:
Initially, animated banners were automatically standing out when plugged into the Google display network or at publishers / affiliate networks. Now that the market is catching up, grabbing attention with the creative is key again. Luckily, HTML5 gives you plenty of options to experiment with:
By incorporating these and other interactive elements, HTML5 banners can increase attention from viewers and create a more engaging and memorable ad experience.
Although animated ads are prone to capture attention, distractions and clutter of the ad’s context plays a major role in getting the right attention.
Brainsight supports HTML5-formatted ads. It helps validate them, providing valuable insights into how viewers interact with the advertisement.
By analyzing the visual elements of the ad and predicting where the viewer's attention is drawn to, Brainsight’s attention score and the instant eye-tracking heatmaps help understand the ad effectiveness. It gives you a tool to make data-driven decisions about how to improve/optimize the ads before launching a campaign.
Brainsight has been integrated into several DCO's (Dynamic Content Optimization) platforms for programmatic advertising. With the increasing number of HTML5 banners and ads, Braingineers developed a specific methodology and bernchmark to predict instant attention for this format. It was tested in the DCO environment (through API) and now forms an integral part of the tool. With the ability to test HTML5 content, this format can now also be analyzed and optimized based on data-driven insights.