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Why you should produce HTML5 ads

In recent years, HTML5 ads have become an essential part of digital marketing, and arguably, the most effective one. In this article, we’d like to give you a few reasons why you should start producing HTML5s for your brand.

Adapt to changes

HTML5 ads work both on mobile and computer displays, making them a ‘must-have’ tool for your digital marketing plan. Modern technologies continue to occupy our daily lives, and the new generation will most likely spend the majority of their time scrolling through websites and social media outlets. That’s why HTML5 ads are considered to be the perfect instrument to use for your brand marketing. 

The HTML5s work on every platform, on any screen device, which helps you to expand the audience range and increase brand visibility. As more technologies emerge, you should be able to adapt to changes and keep up with recent trends to make your brand stand out from the rest.

Responsive ads

HTML5 ads are produced in different shapes and sizes for various screens. The most common sizes are vertical (120×240), square (250×250), and medium rectangle (300×250). Some other widths and lengths are also available to use and make HTML5 ads fit any screen size or device. This flexibility in sizes promises a wider audience reach and a higher viewability of the brand image. It also gives you the freedom to experiment with the design!

Be it mobile phones, tablets, or laptop/computer screens, HTML5 ads respond accordingly and adjust to any screen or device.

Get rid of “banner-blindness”

Do you know about “banner-blindness“? It’s a term used to describe a phenomenon when a web page visitor consciously or unconsciously ignores all the banners. This means that most of the digital ads are left unviewed which concerns the brands who pay for their ads to be distributed throughout different platforms 

HTML5, on the other hand, promises you to get rid of “banner-blindness”, displaying creative and interactive ads that make your brand stand out from the rest of the ads. Plus, HTML5 ads may contain an interactive feature that helps you to make memorable banners and attract the viewers to learn more about your brand.

According to Adform, HTML5s are more attractive to consumers than simple static banners. The research shows that the CTR (also known as click-through rate) for static banners was 0.12%, whereas rich media gathered 0.44-257% higher CTR. 

Furthermore, these days, HTML5 ads can equally compete with the video advertising industry. Check out our blog on “How HTML5 Banner Ads Can Have Click Rates As High As Video Content?”

At Blackmilk, we specialise in HTML5 banners and our team will be happy to help your brand grow and thrive in our digital world. Check our services and get in touch with us!

How HTML5 Banner Ads Can Have Click Rates As High As Video Content

Everyone is talking about the HTML5 banners these days, and it makes you wonder why it has become such a big thing. It’s been 6 years since HTML5 was first released, and it has shown amazing results for product marketing. 

HTML5 (Hypertext Markup Language) banners are essentially the animated banners that brands use to advertise their products/services online. Sometimes it contains an interactive feature that makes the customers even more excited to purchase the product, and it also allows people to be more creative with their advertisements. This new format of digital advertising is also called ‘rich media’ because of its rich content that includes audio, video, animation, and other features. 

Mazda, Nike, BMW

How effective are these banners? The Adform research shows that click-through rates of rich media ads are 267% more than from static ads. The main reason for this phenomenon lies behind the movement and interaction feature of those ads, the user can’t simply ignore the changing images, and automatically checks the banner which leads to the increase of clicks.

Here are three examples of rich media from different brands such as Mazda, Nike, and BMW.

Each of these HTML5 banners has an eye-catching design and a feature to click through a link and have the page open. The main goal is to get the attention of the users and make them interact with the advertisement. 

The HTML5 banners are memorable, making them stand out from the rest of the digital ads, and nowadays, they can successfully compete with video formatted ads. HTML5 can be quick and easy to make, they can also be complex and time-consuming but yield amazing results. Through our design and marketing team, we have specialised in scalable HTML5s to function as a content marketing piece and have the ability to track their performance.

According to Ironpaper, banner ad sales will increase at least by 7% each year from the US$ 19,554 million in 2016 to the unprecedented US$ 27,472 million next year. It is highly suggested to start implementing HTML5 banners into your marketing plan. At Blackmilk, we provide different services, including making HTML5 banners, which can effectively increase the number of your future customers.

Best Creative Marketing Campaigns of The Past Decade

The advertising and marketing industry keeps progressing, and it only challenges us to be more creative and original with new ideas. For the past decade, some ads have motivated, moved, or even changed our perception of the world. In this blog, we’d like to reflect on the impact they have left and discuss three marketing campaign examples that carry important messages and show creativity in the process. 

Spotify – #2018Goals

Agency: Spotify’s in-house agency

Each year in December, people get overly excited for one thing – and no, it’s not Christmas – it’s Spotify’s end-of-year holiday campaign!  

In recent years, Spotify has successfully increased its brand awareness by launching creative data-driven campaigns that attracted public attention. The campaign was created in-house with the Spotify creative team, along with the help of their regional teams worldwide. Spotify first analyzed the data of their 2017 listeners and used those numbers to create 2018 goals.  

Spotify campaign

Seth Farbman, CMO of Spotify, told Creativity: “There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head.” Additionally, the Cambridge Analytics incident made the brands and the general public avoid discussing user data analytics. Nonetheless, Spotify turned it around and used this opportunity to build trust with their customer by being transparent and reveal data in a hilarious yet clever way without harming the brand name. The results show the number of subscribers increasing each year, and by the end of 2019, Spotify had over 100million premium listeners on its platform.

Spotify data

Metro – Dumb Ways to die

Agency: McCann Melbourne

Dumb Ways to Die

Without exaggeration, this marketing campaign has become a national anthem for all the transport commercials out there. In 2012, McCann launched the campaign ‘Dumb Ways to die’ to make people pay attention to the safety around the trains, which then led to its global success. Through sharing on social media, the ad generated about $50 million worth of global media value, and nowadays, it has over 180 million views on Youtube.  Later, it went to become a mobile game to make learning about safety more entertaining and engaging. Watch the campaign video here.

Stabilo Boss – Highlight the remarkable

Agency: DDB

In 2018, pens and stationery company Stabilo launched a campaign highlighting (literally) women who left a mark in history as being ‘remarkable achievers’. 

Stabilo campaign

The message of this campaign was to bring attention to women who were overlooked by society and to raise equality issues. The advertising agency DDB chose three historical pictures and highlighted women in each picture with the Stabilo highlighter. 

The campaign went viral on social media platforms collecting over 10 million impressions and won an award at the Cannes Lions International Festival. The campaign is still active, and people want Stabilo to extend the campaign and add more women to the list.

Marketing Trends 2020

Marketing is an ever-changing field that never ceases to evolve. The industry keeps bringing new trends, and the year 2020 is no exception. As we enter the new decade, we researched the creative marketing trends that will shape the industry this year. The article shares three key trends that marketers can use in their practices and, as a result, improve the image of the product: experimental, sustainability, and transparency.  

Experimental 

2020 is a time to be bold and experiment with new marketing channels. Without a doubt, Instagram, Twitter, Youtube, and Facebook dominated the past decade, but it might be changing very soon. According to the CEO of VaynerMedia, Gary Vaynerchuk, LinkedIn and TikTok will potentially be the next Facebook or Instagram: “LinkedIn and TikTok are two platforms that are incredible for people starting out with no audience because of the amazing organic reach”. Gary explains that there’s no other platform that gives the brands organic growth for free as LinkedIn does. LinkedIn remains an empty platform and is seen more like a digital resume for recruiters, but media influencers continue to encourage people to try LinkedIn for their brands.  

TikTok is another platform that hasn’t been considered as an essential tool for marketing. For years, the TikTok brand name has been attacked because of the risk of safety and data protection policy. While TikTok is working on rebuilding the brand image, many known brands such as Chipotle, NBA, and The Washington Post are using TikTok for their creative marketing campaigns and expanding their consumer range. Compared to other known platforms, TikTok has a wider demographic of young consumers, also known as Generation Z. 

100% organic 

Last year, everyone around the globe witnessed the largest climate protest in history. 185 countries participated and gathered millions of people protesting to cut emissions and stabilize the climate. The Swedish school activist, Greta Thunberg, started to spread the message of immediate sustainability and inspired thousands of people to do the same. Many brands and industries such as Starbucks and Zara have also joined the movement by setting sustainability as the main goal of 2020. 

This year, the demand for ‘100% organic’, ‘free-from’, ‘made from recycled materials’ agenda will only grow bigger. People want to know more about the products they use and some brands have already started their new year goal by implementing sustainability in their products and use it for their marketing strategy. For example, this year, L’Oréal has decided to make products with less environmental impact and promote sustainability to their customers.

Sustainability will mostly impact the food products and the customers will be more likely to support the ‘100% organic’ food than fast-food chains. People want to be more considerate of what they consume, and many brands will need to rebuild the image of their product and promote a sustainable lifestyle. 

Transparency

Building trust with your audience is a major factor in any marketing strategy. In 2018, after the Cambridge Analytics incident, people were collectively reminded about data analytics and how brands use personal information to market their products. The scandal has raised the question of transparency between the customers and brands. 

Going back to Gen Z, the study shows that this generation will search for truth. The core value of any brand will become authenticity and transparency. McKinsey & Company shares that companies will need to focus on three major factors to build trust with the emerging population: “consumption as access rather than possession, consumption as an expression of individual identity, and consumption as a matter of ethical concern”.

Since the implementation of GDPR, it has become even more important to be open and have a genuine interaction with the customers. At Blackmilk, our top priority is transparency and we believe that it should come first and foremost in every marketing plan. Explore our marketing solutions here or contact us directly and we’ll be more than happy to help you!

We hope these trends will help you succeed this year and bring more creativity and ideas to explore in the future. Happy new 2020!