I am wondering, is there somewhere a still-alive-and-kicking market for creation of animated html5-banners?
Until recently I’ve done quite a lot of ad banners (creatives) as ‘print ad+online ad’ -packages on customer’s request.
Around 2015 I’ve noticed a drastic decline in popularity of animated html5-banners in our neck of the woods (NW Europe). Corporate Clients moved back to exploiting static images for their online ads. Some Content Marketing -oriented Publishers went as far as avoiding html5-banners in their production workflow.
I found out two main reasons for that:
- Readers of online feature publications find animated ads planted along the main text content as distracting, disturbing and annoying, especially on mobile devices where the risk of accidentally tapping on a banner while scrolling down the main contents is high.
- A significant drawback for multi-channel publishers : html5-ads cannot be re-used ‘as it’ on social media channels.
And what would be your experience / opinion?