Static banners. These represent an unmoving image of a particular size with the business message prominently displayed across it along with a call to action (CTA). For instance, a static banner that promotes educational services may have an image of a classroom with the name of the establishment, a 'Get your degree' message, and the 'Apply now' CTA.
Animated GIFs. These are sets of images in the .gif format that replace each other continuously within the area of the ad, thus simulating movement.
HTML5 Ads. These are the most advanced types of display ads that have almost completely ousted the rest of the contenders from the market. In essence, an HTML5 banner is a website in miniature. Therefore, it is capable of doing everything a website can.
Video Ads. These are short videos without sound made with HTML5 from a thumbnail image. They include a text of a specific (short) length and have some interactive elements and animations. This contributes to better engagement, since many consumers prefer watching videos instead of consuming content in another form.