HTML5 creatives are interactive rather than static — playable, expandable and dynamic units, with full event tracking.
What that enables
- Playable ads — a mini-experience of a game or app inside the unit
- Expandable units that open on interaction
- Dynamic creatives that change content by context
- Interaction tracking, not just clicks
Specs
ZIP upload, maximum 200 KB, Google Web Designer compatible. Desktop, mobile and tablet. Pricing: CPM.
Best for: gaming, retail, automotive and telco.
The 200 KB constraint
This is the practical challenge. Compress images aggressively, avoid embedded fonts and heavy libraries, and keep animation lean. Exceeding the limit means rejection — see A creative was rejected.
Why the interaction data matters
HTML5 reports more than clicks: you learn whether people engaged, how far they got, and where they stopped. That's a better optimization signal than click-through rate, especially for products that need explaining before anyone would click.
When not to use it: if the message is simple, a static banner at a fraction of the production cost usually performs comparably. Reserve HTML5 for products where interaction genuinely aids comprehension.