The little guide for making efficient digital ads

Display ads are an integral part of the programmatic advertising ecosystem. Without any guidance in this complex ecosystem, it is easy to feel overwhelmed by a lack of clear direction and an abundance of possibilities.

In the large pool ofdisplay ads circulating on the web, it is more important than ever to learn about the industry’s best practices. On average, a user can see hundreds of banners every day. How do you stand out amongst the competitors? Whether you’re new to programmatic advertising and you don’t know where to begin, or want to learn more about the best practices, check out our simple guide below to help you get started with a smart and effective campaign strategy.

What are the elements of a digital ad?

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A short and clear message

Such as a catchy slogan or title that allows the user to recognize the service, product or message put forward in a split second.

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A promotional offer

If the purpose of the display ad is to promote an offer, be sure to highlight it.


An image

A picture is worth a thousand words! Take advantage of the advertising space and its variety of creative formats to insert an image related to your product or service.

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Call-to-action button

Although the entire banner is clickable, adding a call-to-action button makes it far more likely a user will click on it.

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A strong brand identity

Whether it’s a compelling color palette, a striking logo, a special font or a fun marketing concept, it’s important to think about standing out at all times!

Elements to be found in an efficient programmatic digital banner ad

As a general rule, it is preferable to produce banners that weigh less than 100 kb in order to increase download speed. As an advertiser, you want to make sure your creative has had enough time to appear before the user scrolls down the webpage. Animated and interactive banner ads are an option to consider. When well assembled, they are not necessarily heavier and often offer much better performance.

Which formats should be prioritized?

It’s all about adaptation. IIt’s all about adaptation. There is no all-in-one magic formula you can automatically apply to all of your advertising campaigns. The results of one strategy can vary depending on the industry, the target audience, the product or service promoted, the objective, the sites on which the campaign will appear, and much, much more! As of today, the industry standards for online banner ads and guidelines are set by IAB, The Interactive Advertising Bureau.

First and foremost, the first step to the creation of a banner is to ask yourself a set of questions, including the following:

  • It’s important to consider the type of device you plan to reach the most consumers with. For example, if you want to reach a young audience (18 to 30 years old), a format suitable for mobile phones (300×250, 300×600, 320×50) could be the best option. For a more mature audience from a mid to high class, opt instead for a format that can be found on a desktop computer or tablet (728×90, 970×250, 970×90, 300×250, 300×600).
  • Time to determine the main objective of your campaign. Do you want to increase the sales of a given product? Receive more in-store visits? Boost your brand’s reputation? According to the chosen objective, there are 3 main campaign metrics. These include Awareness, Engagement and Performance.
  • An Awareness campaign aims to promote a brand or product, without necessarily putting forward a promotional offer. In this case, we recommend opting for larger formats or a strategy with more viewability. The roadblock format,for example, allows an advertiser to monopolize all of the advertising space on a specific webpage to get maximum reach. Additionally, the Touch format allows optimal use of a mobile device and guarantees 100% visibility.
  • On the other hand, an Engagement campaign aims to create an interaction with the user. To accomplish this, some advertising formats include videos or animations designed to encourage the user to have some kind of interaction within the banner ad. This type of format both makes the advertising experience more entertaining and makes a strong impact statement on the user.
  • A Performance campaign rather focuses on results. It allows you to get as many conversions as possible, without the focus being customer experience. Rather, it is based on simple and direct efficiency. Certain formats lend themselves well to this type of campaign, such as standard or native formats. However, it is advised that the creative puts forth a strong emphasis on the promotional offer.
  • To discover all the formats available and the benefits of each, visit our Creative Gallery.

To summarize, since each campaign is unique, the strategy will always vary. We can never say it enough: test, test, test! Also, it is important to consider the AB testing method. This technique uses several creative strategies at the same time in order to be able to determine which one is the most successful. This method makes it possible to optimize a campaign based on results, until you get to a personalized, effective and profitable approach.

If you have any questions, don’t hesitate to contact one of our experts.. We are here to help you!

Testing elements to be found in an efficient programmatic digital banner ad

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