What makes a good banner ad? Creative is important but the user experience can make or break a brand’s impression and reputation. Irrelevant, intrusive ads aren’t just consumer pet peeves – they can reflect poorly on your brand, no matter how high impact ads they are. That’s why the Digitaland team is having a blast with one of the latest developments in high impact ad formats: reactive animation. While regular banner ad animations operate on time-based signals (think interruptive ads, like pop-ups), reactive animations react to how many pixels a user scrolls your ad unit in relation to publisher content. Translation: reactive animation puts the user in control of the ad story, enabling them to zoom, fade and more as they move through the content. High-impact ad + good user experience = winning combination.