Banner advertising is one of the oldest and most effective formats in digital advertising. For decades, it has helped companies capture users’ attention, build brand awareness, and attract new customers. Despite the rise of social media, content marketing, and video ads, banner ads remain a vital digital marketing tool, allowing advertisers to scale their campaigns, communicate messages effectively, and engage audiences at different stages of the sales funnel.
It all started back in 1994, when the first banner ad appeared on the internet. It caused a real sensation at the time, achieving an incredible 44% click-through rate. Of course, those numbers are a thing of the past, as internet users have become more discerning and the advertising landscape has grown more complex. But banner ads have evolved alongside technology. From static images, they’ve evolved into animated banner ads, interactive HTML5 ads, and even video ads running within banner frames (in-banner video ads).
Along with this evolution, targeting strategies have changed. While previously ads were shown to everyone indiscriminately, today’s algorithms analyze user behavior, interests, and actions to display the ads most likely to capture their attention. As competition has intensified, the phenomenon of "banner blindness" has emerged — users have simply learned to ignore ads. This has forced advertisers to innovate with new approaches: creative formats, interactivity, and personalization.
The world of banner advertising has become vast and diverse, with a wide variety of types and formats available today. Each has its own features, characteristics, and advantages. To get the most out of banner ad campaigns, you need a clear understanding of them. In this article, we’ll explore the main types and formats of banner ads, how they differ, and how to choose the best option for your campaign.
* The first-ever banner ad
Before diving into the types of banner ads, it’s worth reviewing the basics.
Display banner ads are digital advertisements that usually appear as graphic blocks and may include images, animations, text, video, and even interactive elements. These ads are commonly seen on websites, in mobile apps, and on social media platforms.
They come in various sizes, types, and formats, and are primarily used for promotional purposes. However, in addition to commercial advertising, they can also serve other functions, such as providing information or education. The main goal of a banner ad is to attract the user’s attention, spark interest, and prompt a specific action — such as visiting a website, signing up, downloading an app, making a purchase, etc.
Today, an effective banner ad is not just an appealing image, but a well-designed mechanism that, when properly configured, can significantly influence user behavior.
"Banner ads are like road signs, but on the internet.
They subtly (or sometimes not so subtly) guide users in the desired direction."
Banner ads can be classified based on the following criteria:
Based on content format, banner ads are divided into:
Based on interactivity and engagement, banner ads are divided into:
Based on placement environment, banner ads are divided into:
Based on adaptability to different conditions, the following types are distinguished:
Let’s take a closer look at each of these types of banner ads.
A banner ad’s content format determines how the advertising message is presented and plays a crucial role in capturing the audience’s attention. Depending on the chosen format, an ad can be simple and unobtrusive or interactive and engaging.
Based on content format, banner ads can be divided into four main types: static banner ads, animated banner ads, video banner ads, and rich media banner ads. A simple static ad is the most basic option — it loads quickly and doesn’t require advanced technology. Animated banner ads attract more attention through motion, while video banner ads allow brands to deliver key messages in a dynamic format. The most complex are rich media banner ads, which feature interactive elements that allow users to engage with the content even before clicking.
Understanding the differences helps you choose the right type of banner advertisement for a specific marketing campaign. Whether you need to create a simple ad to boost brand recognition or engage users with dynamic video or interactive content, the effectiveness of advertising and its impact on the audience depends on it.
Static banner ads are advertisements that feature images and text but remain motionless. They are the simplest and most traditional type of digital banner advertising, used to quickly convey a key message to an audience. Unlike other types, static banner ads rely on bold design and sharp messaging to make an impact.
The main advantages of static banner ads are their simplicity and versatility. They load quickly, are supported across all platforms, and don’t have playback limitations.
This type of ad is a great choice for brands looking to communicate their message quickly and effectively, without the need for complex technology. Static banner ads perform well across display networks, social media, email newsletters, and websites, delivering consistent results with minimal technical requirements.
* using the Retail template from BannerBoo as an example
Animated banner ads are advertisements that feature animation, which can range from simple frame transitions to complex moving elements. They make ads more dynamic and capture users’ attention far more effectively than static ads.
The key advantage of animated banner ads over static ones is their ability to convey more information through multiple scenes or changing visuals. This makes them especially useful for showcasing a product, promoting special offers, or explaining benefits step by step. While a regular static banner ad must fit the entire message into a still image, an animated ad allows you to gradually reveal the advertising message.
Animated banner ads are a powerful digital advertising tool that combines motion, creativity, and performance. They work particularly well across display networks, social media, and mobile apps. Marketers often use them to boost click-through rates and better capture audience attention.
* using the Business template from BannerBoo as an example
Video banner ads are advertisements that use video as the primary visual element. They combine the advantages of classic banner advertising with the visual appeal of video content, allowing brands to effectively convey emotions, showcase products in action, and tell a brand story.
The main advantage of video banner ads is their ability to capture and hold attention longer than static or animated ads. Moving content naturally draws the eye, and when paired with audio, the ad becomes even more impactful. However, such ads can slow down web page load times, which may negatively affect the user experience. Additionally, not all platforms support autoplay, meaning the video may not be visible from the very first frame.
Video banner ads help brands create bold and memorable campaigns. They perform well in programmatic advertising, on social media, and across display networks, offering more opportunities for creativity and audience engagement.
* using the Construction template from BannerBoo as an example
Rich media banner ads feature interactive elements, animations, audio, video, or other dynamic effects that allow users to engage with the ad without navigating to another website. They offer significantly more opportunities for audience engagement than static or even animated banner ads.
The key advantage of rich media ads lies in their flexibility and functionality. These ads can include controls, 3D graphics, game mechanics, contact forms, or even miniature web pages embedded within the ad unit. This allows users to interact with the brand before clicking, increasing the likelihood of engagement and conversion.
Rich media creatives are usually created using HTML5 technology. This enables flexibility in design, cross-device compatibility, and integration with analytics tools to track user interaction. At the same time, they require more resources to develop and may consume more data, potentially affecting page load speed, especially on mobile devices.
Due to their ability to engage users and create a more immersive advertising experience, rich media banner ads are often used in premium display ad campaigns, programmatic advertising, and brand marketing initiatives aimed at leaving a lasting impression and maximizing user interaction.
* using the Business template from BannerBoo as an example
One of the key aspects of banner advertising effectiveness is its ability to engage users and encourage interaction. The level of interactivity determines how the audience perceives the ad — passively or actively. Some banner ads serve a purely informational purpose, requiring no action from the user, while others are designed to capture attention through animation, interactive elements, or gamified features.
This distinction is especially important when choosing an advertising format, as interactive ads can significantly boost engagement, but they also require more thoughtful design.
Non-interactive banner ads are advertisements that do not involve any user interaction beyond clicking. They can be either static or animated, but their core format remains simple: the banner displays an advertising message without any additional interactive features.
The main advantage of these ads lies in their high compatibility with ad networks and websites, making them a universal solution for campaigns aimed at reaching a wide audience. The absence of complex interactive components ensures fast loading and consistent display across all devices.
Another key benefit is cost-efficiency. Since these ads don’t require complex design, they are more affordable compared to interactive formats.
While interactive ad types are gaining popularity, classic (non-interactive) banner ads remain an effective tool for building brand awareness and promoting discounts or special offers, especially when paired with creative design and well-crafted advertising messages.
* using the Christmas template from BannerBoo as an example
Interactive banner ads feature elements that allow users to interact directly with the ad. This can range from something as simple as an image change on hover to more complex features like embedded forms, mini-games, videos, product configurators, or even 3D animations.
Their advantages are clear. First, they drive higher engagement. Users spend more time interacting with these banners, increasing the likelihood of conversion. Second, they improve the user experience, as the ads can be not only informative but also entertaining or even useful. For example, they may let users change a product’s color, test a feature, or play a mini-game.
Another key benefit is the ability to collect additional data. Thanks to interactive elements, advertisers can analyze user behavior: which buttons are clicked, which features are explored, how long users engage. This provides valuable insights for optimizing campaigns.
Technologically, these banner ads are typically built using HTML5, JavaScript, and CSS, and can be adapted for various platforms and devices. While they require more resources and development time, their effectiveness often justifies the investment.
Interactive banner ads are widely used in branded advertising campaigns, programmatic advertising, and mobile app promotion. They’re particularly effective in e-commerce, gaming, automotive, and tech industries, where it’s important not just to show a product, but to let users experience it in action.
* using the Business template from BannerBoo as an example
In an increasingly competitive battle for user attention, interactive ad types have become a powerful tool for creating a unique advertising experience that not only captures attention but also sparks interest and motivates action.
Among the wide variety of interactive banner ad types, Gamified banner ads and Playable banner ads stand out thanks to their unique interaction mechanics, while one of the most common types is the Expandable banner ads.
Expandable banner ads can change their size as the user interacts with them. They start off as a standard banner, but when the user hovers over or clicks on it, the banner expands to take up more screen space. The core idea behind such banner ads is to attract more attention without being too intrusive. In its compact form, the banner does not interfere with the user; when expanded, it transforms into a full-featured ad unit with the possibility of interaction.
Gamified banner ads use game mechanics to engage users. Unlike standard interactive banner ads, which may include simple interactions (like clicking a button or changing an image), gamified ads offer a full-fledged micro-game experience. They encourage users to perform specific actions, such as spinning a prize wheel, completing a mini-quest, collecting points, or even taking a quiz. Gamified banners are a great way to turn passive viewers into active participants in an advertising campaign, creating a unique user experience that drives interaction and increases brand loyalty.
Playable banner ads allow users to test a product, typically a mobile app or game, directly within the ad unit. They offer a simplified demo version of the app or game that can be tried before downloading. Unlike other interactive or even gamified ads, playable ads closely replicate the real product experience. They not only boost user engagement but also give potential customers a feel for what they’ll get before committing to install or purchase.
Banner advertising spans a wide range of digital environments, and its effectiveness largely depends on choosing the right placement. Several key environments can be identified based on where users interact with ads: on websites, in mobile apps, in email newsletters, and on social media platforms.
Each environment has its own characteristics, audience, and creative requirements. A banner ad that performs well on websites may be less effective in mobile apps or on social media platforms. Meanwhile, banners in emails can reinforce the written message, while ads in mobile apps naturally align with user behavior patterns.
The choice of environment for placing a banner ad determines its format, style, and even the way it interacts with the audience, making this aspect critically important to a successful campaign.
Web banner ads are advertisements placed on websites and represent one of the most common formats of digital advertising. They can appear on various types of webpages (from news portals and blogs to marketplaces and corporate websites), working as part of programmatic advertising or classic display campaigns.
The main advantage of web banner ads lies in their flexibility and wide range of formats and sizes. They can be static, animated, interactive, or even video-based. This variety allows advertisers to choose the most suitable format based on their goals and creative strategy.
What sets them apart from other types of banner ads is that they operate within the open web. This means they can appear on any site participating in ad networks or selling ad space directly. Additionally, they support a variety of targeting methods, including contextual, behavioral, and geographic targeting, which allow advertisers to fine-tune ad delivery.
At the same time, their performance depends on browser technologies, ad blockers, and device responsiveness. For example, they may be blocked by AdBlock or other filters, reducing visibility. Heavy or poorly optimized creatives can also negatively impact user experience and lower engagement rates.
Web banner ads remain an effective tool for driving traffic, building brand awareness, and supporting users at every stage of the marketing funnel. Their versatility and customization options make them a key component of modern digital advertising.
Social media banner ads are advertisements placed on social media platforms such as Facebook, Instagram, LinkedIn, X (formerly Twitter), and TikTok. Broadly speaking, they can be considered a subset of web banner ads, as they also appear in the online environment. However, they have unique features that set them apart.
The key difference between social media banner ads and web banner ads is their integration within the platform. Instead of appearing on external websites, they are seamlessly embedded into newsfeeds, stories, ad units, profile pages, carousels, and collections. This makes them less intrusive and increases the likelihood of user interaction.
They also stand out due to their advanced targeting capabilities. Social media platforms collect vast amounts of user data, allowing advertisers to fine-tune audience targeting based on demographics, interests, behaviors, and other criteria. This enables highly personalized ad campaigns that often result in higher click-through rates and improved conversions.
However, competition for users’ attention on social media is fierce, so creatives need to be eye-catching, engaging, and clear to stand out in crowded feeds. It's also essential to regularly test different creatives, as social media algorithms change frequently and ad performance can decline rapidly.
Social media banner ads are a powerful tool for increasing brand awareness, driving traffic, and boosting conversions. They are especially effective in campaigns focused on user engagement and viral content distribution. Thanks to their integration into social feeds, precise targeting capabilities, and a wide range of formats, they have become an integral part of modern digital advertising campaigns.
Email banner ads are advertisements placed within emails, most commonly in promotional or informational newsletters. They can also be broadly classified as web banner ads, but due to their specificity, they are considered separately.
Their main difference from web banner ads lies in the delivery channel. Instead of appearing on third-party websites or within mobile apps, these banners are delivered directly to the user’s inbox along with the email content. This allows advertisers to work with an already interested audience, which increases the likelihood of interaction. Especially when the email campaign targets a brand’s subscribers or existing customer base.
Another advantage is the absence of the advertising noise typically found in web environments. Since users open the emails intentionally, their attention to the content is usually higher compared to banners on websites. Additionally, such banner ads are often paired with personalized offers, making them more relevant and effective.
However, there are certain challenges and limitations. For instance, users may not see the banner due to image blocking in their email client or may perceive it as spam. Moreover, since most email clients do not support complex animations or scripts, banner ads cannot include interactive HTML5 elements or MP4 video formats. As a result, static formats like JPEG and PNG, or lightweight animated GIFs, are typically used. File sizes also need to be optimized to avoid long loading times or default image blocking.
Email banner ads are an effective tool for enhancing email marketing by adding visual appeal to text-based messages. They perform best when used as part of a well-planned strategy and in conjunction with personalized content.
In-app banner ads are advertisements integrated directly into the interface of a mobile application and displayed during its use, allowing advertisers to reach a mobile audience in a highly specific environment.
They operate within a closed ecosystem, meaning they are not dependent on browsers and can interact more efficiently with users. These ads are often designed to blend seamlessly into the app’s interface, enhancing the user experience and reducing the likelihood of ad skips.
Another key feature is the ability to integrate with mobile advertising platforms such as Google AdMob, Meta Audience Network, or Apple Search Ads. This enables advanced targeting based on device type, location, behavioral data, and other parameters, making the ads more personalized.
At the same time, it’s important to consider that an excessive number of ads within an app can negatively impact the user experience. Additionally, mobile apps often use other advertising formats like rewarded ads or interstitial ads, which may offer a higher level of engagement.
In-app banner ads are an excellent choice for campaigns targeting mobile users. They are especially effective for monetizing free apps, promoting mobile games, other apps, e-commerce products, and any brand looking to engage with users directly within their favorite apps.
Imagine visiting your favorite website on your phone, and then opening it later on your laptop. The banner ad you see changes: sometimes it’s compact and unobtrusive, other times it expands to full screen, or even adjusts to your interests. This is not a coincidence, but the result of how modern advertisements adapt to different display conditions.
Different approaches to banner ad adaptation allow brands to maximize advertising effectiveness. Some banner advertisements change their size and placement depending on the device being used, while others adjust their content based on user behavior or the page’s content. As a result, the ad appears more natural, attracts more attention, and increases the likelihood of interaction.
Let’s take a look at the most common types of banner ads that adapt to changing conditions.
Responsive banner ads are advertisements that automatically adjust their size, appearance, and format to fit any available ad space.
Overall, responsive ads are among the most flexible digital advertising formats. Instead of manually creating dozens of versions for different sizes, advertisers simply upload images, videos, add headlines, descriptions, and a logo. The ad platform then automatically combines these assets and selects the optimal version for each placement. This significantly reduces the time and cost of creating ads, which is especially beneficial for campaigns with a wide reach.
Moreover, with the help of artificial intelligence algorithms, the platform can test different combinations of images, text, and CTAs, choosing the ones that perform best. This not only saves time, but also increases the effectiveness of campaigns.
This ad type is widely used in Google Ads, programmatic advertising, and social media. It’s ideal for advertisers looking to maximize the reach and performance of their ads without spending extra resources to create separate ad formats for each device or platform.
Adaptive banners are ads that dynamically adjust their size to fit perfectly on any device or screen without the need for custom code. Developed by Google as an alternative to fixed-size ads, they aim to improve the user experience across various devices, especially in mobile apps.
While responsive banner ads do exist, Spencer Johnson points out in his publication that they often produce ads that are too small. Adaptive banners, on the other hand, are always the optimal size for the available ad space. This allows advertisers to be confident that their banner ads will always display correctly, no matter where the user sees them.
Dynamic banner ads are advertisements whose content automatically changes in real time based on user data, behavior, interests, or external factors such as location or time of day.
Their key distinction lies not in how they are displayed on different devices, but in the personalization of content. While adaptive and responsive banner ads change size or layout, dynamic banner ads can alter text, images, call-to-action buttons, or other elements depending on who is viewing the ad. For example, if a user has visited an e-commerce website and browsed certain products, the banner may display those exact items with current prices and discounts. Or, if someone is located in a certain city, the banner might feature the nearest store with a corresponding offer.
These ads have several key advantages. First, they enhance personalization, which contributes to greater user engagement and increases the likelihood of clicks. Second, they allow advertisers to significantly save time and resources, as one dynamic banner ad can replace dozens or even hundreds of static versions. Third, they improve the effectiveness of advertising campaigns, as they display exactly the content that has the highest chance of converting.
Dynamic banner ads are especially effective for e-commerce, financial services, travel, retargeting campaigns, or any business managing a large catalog of products or services. They are ideal for campaigns where displaying up-to-date pricing, product availability, or personalized offers is critical.
Contextual banner ads are advertisements that are automatically selected and displayed based on the content of the webpage where they appear. This means the ads are not random or generic — they are as relevant as possible to what the user is searching for or reading. For example, if someone is reading an article about travel, banners promoting airline tickets, hotels, or travel insurance may appear on the page.
Here’s how it works: the ad network’s system scans the page content, identifies its topic, and selects relevant ads. The selection process can take into account keywords, topic, language, and other factors.
When a banner appears in the context of what someone is already reading or searching for, the likelihood of them noticing and engaging with it increases significantly. This approach helps boost the effectiveness of ad campaigns, because users are shown only those ads that closely match their current interests or needs.
This type of advertising is especially effective within content networks, on news websites, blogs, forums, or when users view niche articles. Due to their relevance, contextual banner ads help create a more positive user experience, which in turn can lead to higher brand engagement and customer loyalty.
Banner ad formats are the standard sizes of creative assets used in digital advertising. They define not only the dimensions of the banner but also where and how it will be displayed. It’s similar to paper formats, where, say, a Letter or Ledger sheet has clear proportions, making printing and document handling easier. In the advertising world, standard banner ad formats establish shared rules for designers, marketers, and advertising platforms. This allows brands to create universal creatives that will be displayed seamlessly on website pages or within mobile applications, and publishers to place ads, knowing that they will fit properly into their design.
However, there’s a nuance. In today’s computerized world, the word "format" can also refer to the way information is encoded for storage in a computer file. File formats like PNG, JPEG, GIF, or MP4 determine how images, animations, or videos used in banner ads are stored.
Thus, in digital advertising, the concept of «format» encompasses both the fixed dimensions of creatives and the technical file specifications in which those assets are saved and delivered.
Overall, banner ads come in a wide variety of shapes and sizes. To ensure consistency and optimal collaboration between advertisers and publishers, the Interactive Advertising Bureau (IAB) has developed guidelines that define a set of standard formats. However, it’s important to note that these guidelines are only recommendations for the industry, and not all publishers or IAB member companies implement them without modification.
Standard banner ad formats have clearly defined dimensions in pixels. These formats are ideal for traditional web pages, where their placement and impact on user experience can be clearly defined. They provide stable display and predictable interactions, which is crucial for brands looking to maintain the visual integrity of their creatives. The most popular formats include Leaderboard (728x90 px), Medium Rectangle (300x250 px), and Wide Skyscraper (160x600 px).
Separately, it is worth mentioning the formats that are designed for smaller screens of smartphones and tablets. These ads are compact and load quickly, helping maintain a positive user experience. Among them, the most commonly used are Mobile Leaderboard (320x50 px) and Large Mobile Banner (320x100 px). They are typically used in mobile applications and mobile versions of websites.
* Standard banner ad formats
The main drawback of standard ad formats is their limited flexibility in today’s dynamic digital environment. As users actively engage with content on smartphones, tablets, laptops, and widescreen monitors, a banner ad may display incorrectly or not fit on the screen at all, if the website or application doesn’t support proper scaling.
This necessitates the introduction of flexible formats and the use of adaptive banner ads, such as responsive banner ads or adaptive banners discussed earlier. Although their creation requires more complex design and thorough testing, they represent an important step in the evolution of digital advertising.
The file format or technology used for a banner ad determines its quality, interactivity, and compatibility across different platforms. Static images in PNG or JPEG formats are suitable for simple ads, while GIF animations add motion. Modern HTML5 ads enable the creation of animated and interactive banner ads with high performance, and the MP4 video format is used for more impressive advertising solutions.
Choosing the right format affects not only the visual quality of a banner ad, but also its effectiveness, loading speed, and compatibility with various advertising platforms and devices. Understanding the features of each format helps you choose the most effective option for a specific advertising campaign.
JPEG banner ads are advertisements in JPEG (Joint Photographic Experts Group) format, one of the most common formats in the digital environment. This format is typically used for static banner ads and is well-suited for images with a lot of detail and color.
The main advantage of JPEG banner ads is their small file size while maintaining high visual quality. Unlike PNG files, which retain higher quality and support transparency, JPEGs offer better compression. Compared to GIFs, JPEG images appear sharper and are not limited to a palette of 256 colors; however, the format does not support animation.
JPEG banner ads are most commonly used in simple advertising campaigns. For example, branded creatives, promotions, and ads that do not require animation or interactive elements.
* Banner ad in JPEG format (download file)
PNG banner ads are advertisements in PNG (Portable Network Graphics) format, known for its high image quality and transparency support. This format is often used when it’s important to maintain the clarity of graphics, the detail of small elements, and proper display on different backgrounds.
The key advantage of PNG banner ads is their ability to use transparent backgrounds, which offers more flexibility in design. For example, such ads can harmoniously fit into the design of a website, rather than looking like a separate rectangular block with a white or colored background.
Unlike JPEG, the PNG format does not use lossy compression, meaning the image retains its clarity even after multiple edits. However, this format typically has a larger file size, which can affect page load speed. And unlike GIF, PNG does not support animation.
PNG is an ideal choice for branded creatives, banners with text on complex backgrounds, and any case where a flawless visual appearance without compression artifacts is essential.
* Banner ad in PNG format (download file)
GIF banner ads are advertisements in the GIF (Graphics Interchange Format) format, which supports animation. A sequence of frames that are played in a loop creates a sense of motion, making animated images more noticeable compared to static ones.
GIF banners can feature short animated transitions, changing text, or flashing effects that help capture the attention of the target audience. Their simplicity and versatility make them a good choice for dynamic advertising without the need for more complex formats such as MP4 or HTML5.
However, GIFs do have limitations. First, the format only supports 256 colors, which can lead to reduced image quality, especially when gradients or complex details are involved. Second, the file size can be relatively large, especially if the banner contains many frames or is high-resolution. Additionally, GIF animation has limited smoothness, as it typically runs at a low frame rate compared to HTML5 or MP4.
That said, there is a technology known as Smooth GIF that helps improve the smoothness of the animation by using more intermediate frames and reducing the abrupt changes between them. This approach can make a GIF look more appealing and closer to video formats, but it also increases the file size, so it should be used cautiously to avoid slowing down ad loading.
GIF banner ads are best suited for advertising campaigns aimed at increasing brand awareness, promoting offers, or delivering short messages that can be conveyed through simple animation.
* Banner ad in GIF format (download file)
* Banner ad in GIF format with smooth GIF technology (download file)
WebP banner ads are advertisements in WebP format, developed by Google as a more efficient alternative to JPEG, PNG, and GIF. This format combines the best features of the others: high image quality, support for transparency and animation, and at the same time a significantly smaller file size.
Compared to JPEG, WebP provides better detail with a smaller file size. Like PNG, it supports transparency, but with reduced file size, which positively impacts page load speed. Additionally, WebP can serve as a replacement for GIF, as it supports animation, but at the same time provides smoother frame transitions and better optimization.
The main disadvantage of WebP is its limited compatibility with some older browsers and systems. However, most modern browsers, including Chrome, Safari, Edge, and Firefox, already fully support this format. It’s also important to note that not all ad networks support WebP, so it is important to check compatibility with a specific ad network before using this format.
* Banner ad in WebP format (download file)
MP4 banner ads are advertisements in MP4 (MPEG-4 Part 14) format that use video to capture users’ attention. Unlike static images or animated GIFs, they can feature full-fledged video with smooth transitions, effects, and even sound, making them one of the most powerful formats in digital advertising.
The video format allows advertisers to leverage cinematic effects, emotional storytelling, and complex visual stories that are difficult to achieve with GIFs or HTML5. It’s an ideal choice for brands looking to make a strong impression and increase user engagement.
Unlike GIF, MP4 has no color limitations and supports high frame rates, giving advertisements a professional look. Additionally, MP4 files are typically smaller than HTML5 banners with similar animation, thanks to efficient video compression.
However, there are some important considerations. Since these ads are video-based, they may not be supported by all ad platforms within the standard ad unit. Additionally, video autoplay may be disabled in some browsers or require user interaction.
MP4 banner ads perform exceptionally well across social media platforms, video platforms, and specialized ad networks, where video can deliver a brand’s key message in just a few seconds.
* Banner ad in MP4 format (download file)
HTML5 banner ads are modern-format advertisements that utilize HTML, CSS, and JavaScript to create dynamic and interactive ads. Unlike GIFs or static images, HTML5 banners can feature complex animations, video, interactive elements, and even adapt to different screen sizes.
HTML5 banners don’t have color limitations like GIFs, and they are not lossy compressed like JPEGs. They can also include high-frame-rate animated effects, making them much smoother and more professional-looking than GIF animations.
This format allows advertisers to design more creative and engaging ads that can respond to user actions (for example, changing content on hover or including interactive buttons). This makes the ad more attractive and potentially more effective.
These banner ads are typically stored and uploaded to ad platforms as a ZIP archive, containing all the necessary files: the HTML code, CSS styles, JavaScript scripts, images, and other media assets. It is essential that the archive is structured according to the specifications of the target platform, as improperly organized ZIP files may be rejected.
HTML5 banner ads are especially effective for campaigns that require responsiveness, complex animation, or interactive features designed to boost user engagement.
* HTML5 banner ad (download file)
AMPHTML ads are advertisements built using AMP (Accelerated Mobile Pages) technology, which was developed by Google to enable faster content loading on mobile devices.
The key advantage of AMPHTML banners is their speed. Thanks to a specialized code structure, they load significantly faster than HTML5 banners, which is especially important for mobile traffic. This has a positive effect on engagement rates, reduces the likelihood of users skipping ads, and can improve click-through rates.
Another major benefit is security. All AMPHTML ads run in a secure environment and are free from malicious scripts, making them more reliable for both advertising platforms and users. Additionally, they are built with responsiveness in mind, allowing them to display correctly across various screen sizes and devices.
However, there are some limitations. Their usage is limited to platforms that support AMP, so they work best within Google Ads and its partner networks.
AMPHTML ads continue to be used and are best suited for campaigns targeting mobile traffic and require ultra-fast loading speeds without compromising on quality or functionality.
* AMPHTML banner (download file)
This is a really interesting question that concerns the difference between these concepts in the context of digital advertising. The terms "ad format" and "ad type" are often used interchangeably, although they actually have different meanings. "Format" usually refers to the technical implementation of a banner ad (size, file type, technology), while "type" refers to the style, function, or mechanics of the banner ad. However, even experienced professionals can mix them up. But why does this happen?
Here are the main reasons, as we see it:
The broad meaning of the word "format"
The word "format" is inherently quite flexible, and its meaning goes far beyond technical specifications. In everyday life, we talk about the formats of documents, TV shows, educational programs, and in each case we mean not only their technical side, but also the general structure or method of presentation. The same thing happens with banner advertising.
When people hear "ad format", they intuitively perceive it as any category of banner ad, without thinking about whether it refers to its technical implementation or functional type. For example, an HTML5 banner ad and an interactive banner ad might both appear in a list of "formats", although the first refers to the technology, and the second refers to the mechanics of interaction.
Because of this flexibility, "format" has become a convenient catch-all term that often replaces "type."
Difference in approach
Designers and developers usually focus on the technical side of banner ads: how they are displayed, what file types are used, and how the banner functions in a browser or mobile application. For them, it matters whether the ad is HTML5, GIF, MP4, or PNG, so they intuitively use the word "format".
On the other hand, marketers and media buyers are more focused on how the ad impacts the audience, what are the options for interacting with the user, and which type of ad will bring the best results. They are more likely to talk about "types" of ads — static, animated, interactive, video, etc.
This difference in approach means that the same banner ad can be described differently depending on who is talking about it.
Technological changes
With the advent of HTML5, responsive and interactive ads, the line between "format" and "type" has become less clear. For example, interactive ads were once considered a "type" of banner ad, but now they are almost always created using HTML5. As a result, some professionals view HTML5 not just as a format but as something that defines the ad type itself.
The same is observed with responsive ads, which automatically adjust their size depending on the user's device. Are these a separate type of ads or just a new approach to the format?
Habit and common misuse of terminology
The advertising industry is changing rapidly, and professionals often use terms as they see fit, without thinking about their exact meaning. If most colleagues say "ad format" even when they mean "ad type", this habit spreads quickly. When major advertising platforms like Google Ads or Meta Ads also use "format" as a universal term in their documentation, it reinforces the trend.
Ultimately, this confusion isn't critical, but it can affect communication between advertisers, designers, and developers. If one party says "ad format" and means GIF or HTML5, while another interprets it as Leaderboard or Skyscraper, it can cause misunderstandings. That’s why it is important to understand the difference and be mindful not only of the terminology, but also of the context in which it’s used.
When it comes to choosing the right type of banner ad, there’s no one-size-fits-all formula. Every advertising campaign has its own goals, target audience, and budget, so the right decision depends on a combination of factors. Here are a few key tips to help you make the optimal choice:
Before choosing an ad type, it’s crucial to determine the ultimate goal of the ad. If your primary objective is to increase brand awareness, certain solutions are suitable (for example, visually appealing static or animated banner ads placed on websites). If you need to encourage a specific action, like a purchase or signup, you should choose others.
Knowing your target audience helps better tailor the ads. Where do users spend most of their time? What type of content do they consume? For example, if your audience is active social media users, it makes sense to focus on ad types that perform well on those platforms. At the same time, a banner ad that performs well on social media may not be equally effective on websites or in mobile apps.
Think about where users will encounter the ad and how it will appear in that context. For example, web banner ads have more opportunities for interactive elements, while email banner ads should be lightweight and optimized for quick loading.
Some ad platforms support only static images, while others allow HTML5 or even video. Understanding these technical restrictions helps avoid situations where a well-designed banner ad gets rejected during moderation or doesn’t display properly.
Different types and formats of ads have different costs for production and placement. For example, a simple static ad will be cheaper than a complex animated or video ad. If your budget is limited, choose an option that offers the best balance between cost and effectiveness. But keep in mind that sometimes a more expensive solution can bring better results, especially if the goal of the campaign is to attract and interact with the audience.
Ultimately, there’s no point in just guessing. Instead, test, analyze, and optimize. Run multiple versions, compare click-through rates, conversions, and engagement, and adjust your approach based on the real data you get. Look for solutions that work best for your goals. Don’t choose a particular ad type of ad just because it "looks cool" or someone said "everyone is doing that now". Make sure your decision aligns with your campaign objectives, target audience, platform, and budget.
Once upon a time, creating a banner ad required hours of work in graphic editors and in-depth knowledge of design and coding. Designers manually adjusted each element, exported files in the required sizes and formats, and developers wrote the code to make everything function smoothly. Each animation had to be created separately, adapting ads for different platforms required additional hours of work, and even the smallest edits meant going back to the initial stages.
But as digital advertising evolved, so did the tools for creating it. Today, all-in-one platforms like BannerBoo handle most repetitive tasks in seconds. There is no longer any need to write code or manually prepare dozens of banner ad versions. Everything is designed to make the process of creating creatives as simple and convenient as possible. So even without any design experience, you can get started quickly.
The platform's functionality allows you to create static and animated banner ads, video ads, and even certain types of interactive rich media ads. The presence of a huge library of objects, icons, and images that can be used without restrictions significantly speeds up the process, as you don't need to search for additional elements on third-party websites.
Another great benefit is access to ready-made banner ad templates. Designed by professionals, these templates look clean, modern, and high-converting. Instead of spending hours designing a layout from scratch, you can simply add your own logo, adjust the text or colors, and your banner is ready to go.
Modern platforms also offer innovative tools like an AI-powered banner generator. Now, to get a professional-looking design, all you need to do is enter a few keywords that describe your advertising campaign. Artificial intelligence will automatically generate multiple banner variations, which you can fully customize as needed.
Once your design is finished, you can export it in all popular formats (JPEG, PNG, GIF, HTML5, MP4) and start using it immediately.
If you need to create a banner quickly, all-in-one platforms like BannerBoo are the best solution. They combine ease of use, automation, and a professional approach to design, allowing you to get impressive results even without prior experience in creating ads.
Regardless of the type and format of banner ads you choose or the tools you use, there are several important points to keep in mind when creating advertising content. These are certain mistakes that, if avoided, can significantly improve the effectiveness of your banner advertising campaigns.
To build a consistent visual presence and earn user trust, a banner ad must reflect the brand’s established style: colors, fonts, logo, and overall communication style. If an ad is not recognizable as part of the brand, it loses its memorable effect, and the company appears inconsistent.
A banner ad is not the place for long explanations or complex arguments. If it’s overloaded with text or visual elements, the user simply will not perceive it holistically and, most likely, will ignore it. The ideal banner ad is a maximum of three key points that instantly convey the essence. Anything more is distracting and reduces the likelihood of a click.
An unbalanced layout, clashing colors, illegible fonts, or text that is too small make a banner ad unsuitable for interaction. If the design looks cheap or unprofessional, it automatically spoils the perception of the brand. A separate issue is the use of random or incompatible colors that clash rather than complement each other. Instead of an attractive design, the result is a chaotic visual that drives users away.
If ads are shown to the wrong audience, they are simply wasting the budget. For example, showing ads for men’s suits to teenagers or women who have never searched for such products is unlikely to lead to conversions. For ads to be effective, it is necessary to clearly define the target audience, analyze campaign performance, and regularly adjust targeting settings.
Even a visually compelling ad can fall flat if the user doesn't understand what action to take next. A CTA should stand out and be placed in a logical spot. Clear and understandable phrases like "Learn more", "Buy now" or "Try for free" will guide the user in the right direction.
Flashing banners, jarring animations, harsh colors, or ads that cover the content and force users to look for ways to get rid of them are just annoying. Instead of capturing attention, such ads push users to look for the "Block ads" button.
Ads with messages like "You’ve won a new iPhone!" or fake interface elements (e.g., a fake "Close" or "Download" button) may generate clicks, but they certainly don’t build brand trust. Once users realize they’ve been tricked, they will immediately close the web page or remember the brand as one that shouldn’t be trusted.
Banner advertising has come a long way — from simple static images to interactive, responsive, and dynamic ad types. Today, advertisers have a multitude of options, each with its own unique advantages, features, and use cases.
But the market is not standing still. We are constantly looking for new ways to attract users’ attention, increase campaign performance, and improve the experience of interacting with advertising. As technology advances, new types of banner ads continue to emerge. The integration of artificial intelligence, automation, and data analysis allows advertisers to fine-tune campaigns with greater precision, making them as relevant as possible to the target audience.
Despite all the challenges, banner advertising remains a core component of digital marketing. It continues to evolve, offering greater flexibility and creative potential. The key is to move beyond outdated methods, experiment with new formats, test strategies, and adapt to the ever-changing digital landscape.
