When it comes to creating digital ads, there are a few things to keep in mind. Google Ads doesn't allow text (including logos with text) that covers more than 20% of the image or animated images (such as GIFs). GIF files are 8-bit, meaning they can only display 256 colors. This is not ideal for high-end (retina) screens, as the 8-bit GIF quickly becomes very boring.
Additionally, GIFs cannot respond to different size requirements. HTML5 ads are designed to adapt, as they are created using separate files, allowing them to enter and reduce their size. Ads must be in PNG, JPG or GIF* format and should not exceed 150 kb. GIFs have become increasingly popular for marketing purposes. Many big brands and elite marketing agencies have experimented with GIF marketing in their ads and have witnessed a tremendous response.
GIFs are attractive, inexpensive, eye-catching, and easier to create than a video. More than 1 billion GIFs are shared by people of all ages on the Internet, making it one of the most shared forms of content. Marketers have narrowed down the motivations for using GIFs in ads to a few basic ones. If you want to stand out from the crowd and attract the attention of the busy user, custom GIFs are the best option. Cinemagraphs loops the GIF banner in such a way that the first and last frames are synchronized, creating a continuous loop that looks like a video.
To look good on desktops and mobile devices, you need to create an animated GIF banner with minimal text and optimized for fluid rendering. From a marketing perspective, there are advantages and disadvantages to using GIF banners in online campaigns. On one hand, they can be eye-catching and engaging for users. On the other hand, they may not be as effective as videos or other forms of content when it comes to conveying complex messages or stories. Additionally, they may not be suitable for all types of campaigns or audiences. Overall, using GIFs for display ads can be an effective way to capture user attention and engage them with your brand.
However, it is important to consider all factors before deciding whether or not this is the right approach for your campaign.