The pros and cons of different types of online display banner adverts

online display banner adverts

Russ Welch

Lead Creative

Posted on October 2, 2017

Online display advertising, or more commonly known as display banner adverts, can be a lucrative platform for financial marketers. Often it can be difficult to distinguish between the different varieties. We outline the characteristics of static animated and animated GIF banners that you may have seen used across financial news websites and social media feeds. As well as an overview of their strengths and weaknesses.

Static banner adverts

This type of advert has been around since the earliest days of online advertising and is defined as a single image advert that does not change. Whilst arguably not as exciting as more animated and interactive alternatives, static banners are simple, reliable and compatible almost everywhere, which is why they are still the most common form of online display advertising.

Their single page format means that they are easier to edit and less time consuming to adapt across all of the different sized ad spaces than any animated alternative. Making them more budget and deadline friendly. They may even be preferable in terms of design over an animated banner, that some consider distracting.

Their main weakness is that a single page offers you less space for messaging than a rotating or animated ad. Also, since the type is part of the image, it can appear a little blurry around the edges.


  • High compatibility
  • Easier to edit
  • Quicker to adapt across different sized ad spaces
  • More budget friendly


  • Not interactive
  • Not animated
  • Type can look a little fuzzy
  • Less space for messaging than a rotating or animated ad

Animated banner adverts

Animated banners are making a resurgence after a brief hiatus due to Apple dropping their support for Flash: the software previously used to create them. Software is now available which allows for ads to be exported in Apple approved formats.

These banners can be more engaging with increased space for messaging and options to incorporate animation or video to better express your brand or campaign message. However, this higher standard of production requires more time to build and edit. Therefore making this more expensive.

Also, smaller websites may only accept static banners. So, if you are placing your advertising via Google Display Network or a similar service, you would be required to submit static banners in addition to the animated ones, doubling the workload.


  • Animated
  • Interactive
  • Sharper typography
  • Can link to web fonts
  • Can incorporate video
  • More room for messaging


  • Higher production time and costs
  • Harder to edit
  • More time consuming to develop across different sized ad spaces
  • Less compatible

Animated GIFs

These are short, often looped, animated sequences that you may have come across looking through social media timelines.

Animated GIFs have come a long way from their clunky Photoshop origins. If created in After Effects, this will give a smoother animation transition without resulting in huge file sizes. Creatively used, they make for very engaging and noticeable social media posts, compared to image or text only posts.

As with the aforementioned animated banners, the increased level of production complexity means that these are relatively time consuming to produce, to edit and to resize.


  • Smooth animation
  • A more impactful social media post
  • Can incorporate video
  • High compatibility


  • High production time
  • Difficult to edit
  • Not interactive

In the production of any campaign it is likely that you will need to incorporate some or all of these types of web display banner adverts. Hopefully this blog has helped you to consider the pros and cons of some of the main types of display banners.

If you decide to work with Talisman, we will first establish an overall campaign concept, visual and messaging. Finally, helping you develop a delivery strategy that is within your budget and timeframe.