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PART III: DIGITAL AD TYPES AND AD DESIGN<br />
DESIGN WITHIN SPECIFICATIONS<br />
Digital advertisers go through ad networks, such as Google, Facebook, and LinkedIn, in order to get<br />
their ads placed online. In order to be accepted by certain ad networks and placed on certain<br />
websites, digital ads must adhere to certain parameters and specifications in their design.<br />
Ad Network Specifications<br />
What works for one ad network<br />
may not work for another; each ad<br />
network specifies its own<br />
parameters, so digital advertisers<br />
need to listen and follow through<br />
accordingly to make sure<br />
they’re compliant.<br />
It’s definitely a good idea to confirm<br />
your understanding of the<br />
parameters prior to creating a digital<br />
ad that’s intended for a certain<br />
network, otherwise, you may end<br />
up having to redo it completely—a<br />
task that no one wants added to<br />
their already overflowing plate.<br />
Save yourself the energy and<br />
money by researching ad network<br />
parameters ahead of time. In doing<br />
so, you’ll also find out which specs<br />
work to carry out your vision, and<br />
which don’t. For instance, if video<br />
ads are crucial to your company’s<br />
digital advertising strategy, but the<br />
parameters for video ads of a certain<br />
ad network do not mesh well with<br />
your company’s needs, you may<br />
choose to avoid that ad network<br />
altogether. Clearly, it’s smart to<br />
discover these things ahead of time<br />
before putting in the work.<br />
Device Optimization<br />
Your digital ads must be optimized<br />
for every platform, whether that’s<br />
desktop, mobile, tablet, or even IoT<br />
devices. Ads can’t be too large or<br />
else the image or the video inside<br />
the ad will not properly load, or will<br />
take too long to load. This situation<br />
deters your audiences from the ad<br />
and, ultimately, from your brand.<br />
The guideline is simple: don’t<br />
exceed the recommended<br />
megabytes (or kilobytes) for your<br />
ad’s image or video.<br />
Ad Network Specifications for Design<br />
Whether you want to place your ad on social media or<br />
another ad network, you need to be familiar with the specs:<br />
Social media ad networks:<br />
• Twitter paid promotion banners—800x320 in size<br />
(for website cards)<br />
• Facebook—600x315 in size<br />
For paid ads, only up to 20% of the ad can be text.<br />
• LinkedIn banners—W180x110<br />
• LinkedIn Lead Accelerator—360x220 in size<br />
Here are common sizes for PPC ads mandated by Google,<br />
a dominant ad network in the online space:<br />
• 300x250 (medium rectangle)<br />
• 300x600 (half page)<br />
• 320x100 (large mobile banner)<br />
• 336x280 (large rectangle)<br />
• 728x90 (leaderboard)<br />
• 160x600<br />
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