The different types of display ads

Whether you're a marketer, small business owner, or creative pro, display ads remain a core component of digital campaigns. But with formats ranging from static images to interactive HTML5 and short videos, knowing what works — and when — is key. In this guide, we’ll break down the most common types of display ads, explain how and why they're used, and help you figure out the right fit for your objectives.

Why display ads remain essential

Display ads are everywhere — across websites, apps, social platforms, and even digital out-of-home mediums. They offer visual storytelling, broad reach, and scalable delivery. Despite recurring claims of “banner blindness,” many studies show carefully targeted, well-designed display units still boost awareness, support retargeting, and can even drive conversions in today’s automated ecosystems. (Digiday)

Core display ad formats

Static (image) banners

Static ads are single-frame images (PNG, JPG, or WebP). They’re fast to build, load, and publish — making them ideal for large-scale campaigns or always-on retargeting. Most ad platforms still serve this format reliably, though they rely on compelling visuals and clear messaging to succeed.

Animated GIFs

Looping graphics in the GIF format introduce motion at the cost of potential visual artifacts. Effective for small, attention-grabbing animations, this format is easy to create but can be large in file size and doesn’t support nuanced interactivity.

HTML5 / Rich media ads

These are coded creative units with animation, interactive triggers, and high-quality visuals — all packaged in a ZIP. Unlike GIFs, HTML5 is lightweight, scalable, and responsive. Brands use it for cases where smoother motion and interactive calls-to-action matter.

Responsive display ads (Google)

Rather than static uploads, Google’s responsive ads auto-generate combinations of your supplied images, text, and headlines. The platform picks layouts based on available inventory, optimizing CTR and reach. (Google Ads Help)

Short-form video ads

From platform-native verticals to banners with autoplay sound-off video, short-form videos are dominant on social feeds. They blend motion, narrative, and emotional impact — but require more planning, production, and specification.

Select format by campaign goal

Brand awareness and storytelling

For top-of-funnel objectives, animated or interactive formats (GIF, HTML5, video) outperform static visuals — thanks to increased attention and emotional engagement. HTML5 gives engagement and smooth performance without the lag of video.

Retargeting and performance campaigns

Static banners do the job when you need scale and cost-efficiency. Static creative is easier to produce in multiple sizes, and testing variations is quicker.

Interactive or gamified campaigns

HTML5 is your go-to when interactive elements (like hover effects or mini-games) offer richer engagement. Just ensure fallbacks exist for devices or contexts where code may fail.

Format pros and cons

Format	Pros	Cons
Static	Fast, universal, cost-effective	No motion, less attention
GIF	Motion with low production cost	Heavy, no interactivity, compression artifacts
HTML5	Smooth visuals, interactive, efficient	Higher skill required, QA complexity
Responsive Display	Broad reach, auto-sizing, quick setup	Less creative control, platform-dependent optimization
Short Video	Storytelling, high engagement	Production-heavy, platform-specific specs

Choosing the right format: practical checklist

Define your goal – Awareness, engagement, or conversions? Choose the format that delivers best for that goal.
Understand your channel – HTML5 for premium sites, responsive display for Google's display network, video for feed-based platforms.
Consider your production capacity – Static is fastest; animation and video require more time and resources.
Optimize for load speed – Always compress well; for GIFs use minimal frames, for HTML5 rely on sprites and compressed assets.
Test creatively – Run A/B tests: Static vs. GIF vs. HTML5 with same messaging to see performance variance.

The RevenueJack perspective

At RevenueJack, our banner production follows this streamlined workflow:

Briefing — Gather target objective, narrative, assets (logos, images, brand guidelines).
Concept & storytelling — We draft user flow or storyboard for interactive or video formats; layout concept for static pieces.
Creative build — Designers create static or animation frames, or build HTML5 via Tumult Hype—always with a static fallback image.
Quality assurance — We test deliverables on devices and platforms to confirm alignment, loading speed, and compatibility.
Delivery & reporting — We hand off via ad server or directly via DSP, and monitor performance to scale winners—moving from static to animated or HTML5 as needed.

Industry insights and best practices

Google’s data consistently shows responsive display ads achieve broader reach with fewer assets needed compared to manually resizing creatives.
A 2024 IAB study confirmed HTML5 banners achieve higher viewability and completion rates than GIFs or static, especially on programmatic publishers.
An advertiser using short 6-second videos on TikTok observed double-digit improvements in attention span over image ads — though at a higher cost per creative.

Final takeaways

Display advertising remains alive and impactful in 2025 — when used thoughtfully. Mixed creative formats deliver strategic edge: static for scale, animation for visibility, HTML5 for interactivity, and video for storytelling. Smart measurement, aligned objectives, and efficient production make all the difference.

References

Google Ads Help – Responsive Display Ads. (2024).
Digiday – “Animated creative formats and recall.” (2023).
IAB – HTML5 banner viewability and performance study. (2024).
Bannerflow & Basis – programmatic / creative trends (2025).
Tumult Hype documentation and best practices.
Platform case studies on TikTok video engagement.