Marketo-DG2DA

PART III: DIGITAL AD TYPES AND AD DESIGN
EFFECTIVE AD DESIGN
Each company’s needs differ when it comes to digital ads. Some companies require the creation of a
lot of ads, while others might have just a few. Some companies dabble primarily in video ads, while
others only find value in static ads. Whatever your company’s situation, it’s a good idea to follow
some common best practices when it comes to ad design.
Follow Border
Requirements
The IAB asserts that display ads
should be clearly distinguishable
from normal webpage content and
must also have defined borders,
thus not to be confused with other
web content.
Ad networks also often implement
this guideline, so it is important for
marketers to follow it in order for
their ad to get approved.
Avoid Computer
Simulations
Do not include fake computer-like
sounds in your animated digital ads
that people may confuse with being
a computer notification. This is not
only a best practice, but it also
protects your brand’s image from
being associated with malicious
advertisers and viruses.
Find Text/Image Balance
Ensure you have a good balance
between use of text and images.
Some ad networks, like Facebook,
require that the ad only consist of up
to 20% text, and for good reason.
Viewers are more receptive to ads that
are short and simple, versus those that
take too long to consume, whether
that’s reading the text itself or
understanding the hidden message.
When in doubt, avoid complexity and
stick to simplicity. If it takes you more
than one second to “get it”, that’s
probably too long.