Let’s be honest — most digital ads get ignored. Static banners sit at the edges of websites hoping someone gives them a glance. But in a world of endless scrolling, what actually grabs attention?

Movement.

That’s where animated HTML5 display ads come in. At Soup Creative, we’ve been building more of these for our clients — and with good reason. They’re slick, quick, and designed to work across every screen.

We’re not talking clunky Flash-style animations from the early 2000s. These are fast-loading, beautifully animated, performance-driven ad sets designed to stop the scroll AND get results. And because they’re part of our wider, joined-up creative service, they don’t just look good — they work harder as part of a bigger campaign picture.

What makes HTML5 display ads a smart move?

1. They stand out (in a good way)

Motion draws the eye. Simple as that. Whether it’s subtle animation or something a bit bolder, movement brings your brand to life. And because HTML5 works seamlessly across mobile, desktop and tablet, you know your ads will look sharp wherever they’re seen.

2. Fast-loading thanks to Lottie

Speed matters. A slow-loading ad is a wasted opportunity. That’s why we use Lottie — a clever animation format that keeps file sizes tiny and load times lightning fast. It means your ads work harder without slowing anything down.

(And yes, this helps improve things like your ad visibility and quality score too.)

3. Better tracking, better decisions

HTML5 ads aren’t just prettier — they’re smarter. We can track how people interact with them in loads of useful ways:

• How long they hover
• What they click
• Whether they replay a video or engage with a button

It gives us proper insight into what’s working and what needs tweaking. So every campaign gets sharper over time.

4. They’re part of something bigger

This isn’t just about one-off ads. We build HTML5 display sets that slot perfectly into your broader marketing — whether that’s supporting a brand campaign, reinforcing a message across platforms, or driving traffic to a landing page built by us. It’s all part of our unified creative approach, where everything connects and works together to get results.

Why we’re into it

Animated HTML5 display ads have become a growing part of what we offer. They let us flex our animation skills, lean into performance-focused creative, and deliver content that not only looks great, but actually does something.

And because we build everything with a joined-up mindset — from brand films and paid social to TV and out-of-home — we know how to make each part amplify the rest.

Want to give it a go?

If you’re running display ads already (or thinking about it), we can help you get more out of them. Whether that’s a full set of animated banners or just some advice on where they fit, we’re happy to have a chat.