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January 10, 2024

The Power of HTML5 Ads for Local Advertisers

HTML5 banners allow more animations, tracking and responsiveness for digital display campaigns but are sometimes more difficult to produce. This article shows how local advertisers can profit from all the advantages without the hassle of creation with Smart Ads.

Christian Scherbel
LInkedIn Logo

In today's digital age, online advertising has become an essential tool for businesses of all sizes. For small and medium-sized local advertisers, in particular, harnessing the power of HTML5 ads can be a game-changer. With the right tools and strategies, these advertisers can create visually captivating and interactive banner ads that effectively engage their target audience. In this article, we will explore the advantages of HTML5 ads for local advertisers and provide a comprehensive guide on how to sell and build them.

Advantages of HTML5 Ads for Local Advertisers

1. Enhanced Customization and Branding Opportunities

One of the primary advantages of HTML5 ads is their ability to offer enhanced customization and branding opportunities. Unlike static banner ads, HTML5 ads allow advertisers to include interactive elements, such as animations, videos, and interactive forms, to create a more engaging user experience. For local advertisers, this means they can showcase their products or services in a visually appealing and memorable way, effectively capturing the attention of their target audience.

Furthermore, HTML5 ads provide local advertisers with the flexibility to tailor their ads to specific target markets. Whether they are targeting a niche audience or a broader demographic, advertisers can create personalized messages and visuals that resonate with their potential customers. This level of customization helps local advertisers establish a strong brand identity and differentiate themselves from their competitors.

2. Cross-Device Compatibility

In today's mobile-centric world, cross-device compatibility is crucial for the success of any online advertising campaign. HTML5 ads are designed to seamlessly adapt to different screen sizes and devices, including desktops, smartphones, and tablets. This means that local advertisers can reach their target audience regardless of the device they are using, ensuring maximum visibility and engagement.

With the majority of consumers accessing the internet through their mobile devices, local advertisers can tap into this growing trend by creating mobile-friendly HTML5 ads. By optimizing their ads for mobile, advertisers can effectively reach their target audience on the go, increasing the chances of driving conversions and generating leads.

3. Increased Engagement and Click-Through Rates

When it comes to online advertising, engagement is key. HTML5 ads have been proven to significantly increase engagement and click-through rates compared to traditional static banner ads. The interactive and visually appealing nature of HTML5 ads captures users' attention and encourages them to interact with the ad, leading to higher engagement levels.

For local advertisers, this increase in engagement translates to higher click-through rates and ultimately more conversions. By creating compelling and interactive HTML5 ads, advertisers can entice their target audience to take action, whether it's visiting their website, making a purchase, or contacting their business.

4. Cost-Effective Advertising Solution

For small and medium-sized local advertisers with limited advertising budgets, cost-effectiveness is a crucial factor. HTML5 ads provide a cost-effective advertising solution compared to traditional media channels, such as print or television. With HTML5 ads, advertisers can reach a wider audience at a fraction of the cost, making it an attractive option for local businesses looking to maximize their return on investment.

Furthermore, HTML5 ads allow advertisers to track and analyze the performance of their campaigns in real-time. By leveraging analytics tools, local advertisers can gain valuable insights into their ad's performance, such as impressions, click-through rates, and conversions. This data-driven approach enables advertisers to optimize their campaigns and allocate their resources more effectively, ensuring they get the most out of their advertising budget.

Selling HTML5 Ads to Local Advertisers

Now that we've explored the advantages of HTML5 ads for local advertisers, let's dive into the process of selling and building these ads.

1. Educate Local Advertisers on the Benefits of HTML5 Ads

When approaching local advertisers, it's essential to educate them on the benefits and potential of HTML5 ads. Many local businesses may not be familiar with this advertising format or its advantages. Highlight how HTML5 ads can enhance their brand visibility, increase engagement, and drive conversions. Emphasize the flexibility and customization options that HTML5 ads offer, allowing them to tailor their message to their target audience effectively.

2. Showcase Success Stories and Case Studies

To build trust and credibility with local advertisers, showcase success stories and case studies of businesses that have achieved positive results with HTML5 ads. Highlight how these ads have helped businesses increase their brand awareness, drive traffic to their websites, and boost sales. Local advertisers are more likely to invest in a new advertising format if they see tangible evidence of its effectiveness.

3. Offer Creative Services and Support

Many local advertisers may not have the resources or expertise to design and build HTML5 ads on their own. Offer creative services and support to help them navigate the process. This could include providing customizable templates, design assistance, and technical support to ensure their ads are visually appealing, functional, and optimized for performance.

4. Provide Targeting and Optimization Solutions

Local advertisers often have specific target markets they want to reach. Offer targeting and optimization solutions to help them maximize the impact of their HTML5 ads. This could include demographic targeting, geolocation targeting, and retargeting options. By tailoring their ads to specific audiences, advertisers can increase the likelihood of reaching potential customers who are most likely to engage with their brand.

Building HTML5 Ads for Local Advertisers

Now that we've covered the selling aspect of HTML5 ads, let's delve into the process of building these ads for local advertisers.

1. Gather Relevant Assets and Input Sources

To build effective HTML5 ads for local advertisers, start by gathering relevant assets and input sources. These could include print ads, social media posts, product images, videos, and any other visual elements that represent the advertiser's brand. By utilizing existing assets, you can ensure consistency in messaging and branding across different advertising channels.

2. Utilize Smart Ads for Seamless Creation

Smart Ads, a powerful tool that combines AI and human touch, is an excellent solution for building HTML5 ads at scale. With Smart Ads, news publishers can generate HTML5 ads for their local advertisers quickly and efficiently. The tool takes input from various sources, such as print ads and social media posts, and transforms them into visually stunning and interactive HTML5 ads. This streamlined process saves time and resources while ensuring high-quality ad creation.

3. Customize and Optimize Ads for Different Devices

Given the importance of cross-device compatibility, it's crucial to customize and optimize HTML5 ads for different devices. Ensure that the ads are responsive and adapt seamlessly to various screen sizes, including desktops, smartphones, and tablets. By optimizing the ads for different devices, local advertisers can maximize their ad's visibility and engagement across multiple platforms.

4. Track and Analyze Performance

Once the HTML5 ads are live, it's essential to track and analyze their performance to optimize future campaigns. Utilize analytics tools to monitor key metrics, such as impressions, click-through rates, and conversions. This data-driven approach allows local advertisers to identify trends, make informed decisions, and refine their advertising strategies to achieve better results.


HTML5 ads offer a multitude of advantages for local advertisers. From enhanced customization and branding opportunities to increased engagement and cost-effectiveness, these ads can significantly impact the success of local businesses' advertising campaigns. By educating local advertisers on the benefits of HTML5 ads, showcasing success stories, and offering creative services and support, news publishers can effectively sell and build these ads. With the help of tools like Smart Ads, news publishers can streamline the process of creating HTML5 ads for their local advertisers, ensuring visually captivating and interactive ad experiences. By leveraging the power of HTML5 ads, local advertisers can effectively reach their target audience, drive engagement, and achieve their business goals in the digital realm.

Remember, when it comes to HTML5 ads for local advertisers, the possibilities are endless. With the right strategies, tools, and support, local businesses can elevate their online advertising efforts and stand out in a crowded digital landscape.

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