TBM BLOG
HTML5 Ads vs GIFs: Why It’s Time to Make the Switch
Why choose animated HTML5 Banner Ads over GIFs?
Ever caught yourself asking, “what’s the deal between HTML5 Ads vs GIFs?” If you’re deciding on the right format for your digital campaign, let’s break it down. Spoiler: HTML5 is where the magic happens.
First Things First: What is a GIF?
A GIF (Graphics Interchange Format) is a file format where a series of images or frames are played in sequence to create a looping animation. Sounds simple, right? But here’s the twist—GIFs weren’t originally designed for animation. They were created to squeeze multiple images into one file using a compression method called LZW compression. This made them ideal for slower internet connections back in the day, but they weren’t really built for today’s fast-paced digital world.
Do GIFs and HTML5 ads Look the Same?
Not even close! GIFs and HTML5 banners are like comparing apples to… well, a shiny new car. While GIFs are easy to create and are still widely used, they come with some serious limitations that HTML5 easily outshines. Let’s take a look!
GIFs have jerky animations
GIFs are basically flipbooks on steroids—each frame flashes by in sequence. This frame-by-frame nature often leads to choppy or jerky transitions, which can be distracting to viewers. On the other hand, HTML5 allows for smooth, seamless animations that create a more polished and professional user experience.
GIFs are dull in colour
Let’s face it—GIFs are stuck in the past with their 256-colour limit, making them look about as exciting as a grey Monday morning. On the flip side, HTML5 has access to millions of colours, giving your banners a vibrant, eye-popping look that demands attention. And if your ad is being viewed on a high-definition retina screen? Well, that 8-bit GIF will look downright sad compared to the rich, crisp visuals of an HTML5 banner ad.
GIFs aren’t interactive
GIFs are like a one-way street—what you see is what you get. They loop through their frames, but that’s about all they can do. HTML5 ads, on the other hand, can include interactive elements. Thanks to the magic of code, you can add clickable buttons, hover effects, and dynamic content that not only grab attention but also get people to take action. And that’s not all—HTML5 also gives you the ability to integrate rich media video (if you’ve got the right media specs). So, if you want your ads to actually do something, HTML5 is the way to go!
GIFs have larger file sizes
Here’s the thing about GIFs: they can be absolute file size hogs. Each frame of the GIF has to re-render every pixel, which means the more frames you add, the bigger the file gets. We’re talking mega-sized files that can easily push into the MB range—not exactly ideal if you’re working with a lower file size limit in the KB range.
HTML5 banners are far more efficient. They only change specific parts of the ad (like a layer or an image), keeping the rest static. This leads to a smaller file size and faster loading times. Additionally, most ad servers set strict filet size limits—often around 150KB for GIFs, and some even go as low as 40KB. If your GIF exceeds that limit, it’s not getting served. Ouch.
With HTML5 standard ads, you’re much less likely to hit that dreaded roadblock. So, why risk it? Keep your ads sleek and speedy with HTML5!
So, what exactly are HTML5 banners?
HTML5 banners are like miniature websites contained within an ad. Instead of being static frame-based, like traditional GIFs, these banners are powered by multiple lines of code—HTML, CSS, and JavaScript—along with images or other assets. The result? A beautifully animated ad format that can seamlessly fit desktop, laptop, or mobile screens. HTML5 banner ads are versatile, engaging, and built for the modern web.
Now, let’s dive into why HTML5 banners are head and shoulders above GIFs.
HTML5 Ads Have More Creative Freedom
Unlike GIFs, which are limited to flickering, frame-by-frame transitions and a restricted 256-colour palette, HTML5 lets developers flex their creative muscles. By leveraging CSS and JavaScript, they can craft stunning, engaging animations that are a cut above. HTML5 banners can be customized to align perfectly with your brand’s look and specific campaign goals—something GIFs simply can’t pull off.
GIFs are static and bound by rigid technical constraints, offering little room for innovation. HTML5, on the other hand, opens up a world of possibilities, giving your ads a competitive edge in today’s crowded digital space.
Want proof? Check out some of our standout HTML5 banners here.
But Wait—Can You Turn HTML5 ads Into a GIF?
Ah, the classic question we hear all the time: “Can you turn our HTML5 ads into a GIF?” Technically, yes. Should you? Not if you care about quality. Converting HTML5 to a GIF isn’t as straightforward as flipping a JPG to a PNG—you essentially have to start from scratch and rebuild the ad using entirely different software. Here’s why:
- HTML5 & GIFs Are Completely Different Technologies: HTML5 is made of code (HTML, CSS, and JavaScript) that runs and updates in real-time, whereas GIFs are a series of rigid, static images flashing in sequence.
- You Will Lose Animation & Quality: All the thoughtfully crafted animations or interactivity will be lost, leaving you with a simplified flipbook and a noticeable drop in quality that fails to do your original HTML5 ad justice.
To avoid compromising your visuals and user experience, it’s best to invest in the format that’s right for your campaign from the start (if the media plan allows it). Why settle for less when you can go for the best?
So, why are some media agencies still holding onto GIFs?
Well, it’s often because they feel it’s the easier option. It’s like the comfy, worn-in pair of jeans. Sure, they get the job done, but are they really the best choice for making an impression? Here’s why some agencies are hesitant to move on:
- Lack of Expertise: When experienced colleagues move on to other roles, teams with less technical know-how often default to simpler formats like GIFs. It’s what they know, so they stick with it.
- Fear of the Unknown: HTML5 can seem a bit intimidating to teams unfamiliar with the format. But here’s the secret: HTML5 isn’t nearly as scary as it seems! Once you dive in, it opens up your creative possibilities!
Media Agencies Think GIFs Are Faster to Create
At first glance, GIFs might seem like the quicker and easier option. Tight deadlines? Limited resources? Choosing a GIF can feel like a no-brainer—after all, a flipbook-style transition sounds much simpler than diving into the world of HTML5.
But GIFs aren’t always the speedier option, especially when you have the right team on your side (hint: That’s us!).
At The Bannermen, we’ve perfected the art of creating HTML5 banners and are proud to boast some of the fastest turnarounds in the business. Why settle for “just okay” when you can have amazing ads delivered just as quickly?
Could Your Media Agency Be Holding You Back?
If your agency is still using GIFs for your banner ads, it might be time to ask if they’re truly bringing their A-game for you and your client.
Why HTML5 Ads Are Totally Worth It
At The Bannermen, we’re all about creating HTML Banner Ads that not only look incredible but also work like a dream across all platforms. Smooth animations, interactive elements, you name it—HTML5 makes it happen in ways GIFs just can’t.
If your media specs allow, we wholeheartedly recommend going with HTML5. Why stick with basic when you can elevate your ads to the next level?
Not Sure if HTML5 Fits Your Media Specs?
No problem! Send us your specs, and we’ll review them to ensure your campaign is a perfect fit for HTML5.
Let’s talk HTML5 Banners!
Ready to take the plunge? We promise HTML5 isn’t as scary—or as complicated—as it seems. Let us show you how awesome and game-changing it can be. Contact TBM today,cand let’s bring your ads to life!