For effective and successful online advertising, all the elements must be in place. Adapting visual content to the advertising platform is one of them. Whether it's a photo , a video , or a display banner , the rules to follow will vary depending on the advertising channel chosen. Before launching your campaign, it's important to ask yourself this question.
Video media adapted to advertising formats
Using video in advertising opens the door to many benefits . It is indeed an engaging medium, allowing you to reach your target audience through striking images, a catchy story or specific examples from everyday life that people can identify with. However, for maximum effectiveness, certain rules must be respected depending on the format and the platform on which the advertising message is broadcast.
Videos for YouTube Ads
Video ads on YouTube can take several forms. These include skippable video ads (after 5 seconds of listening), non-skippable video ads (15 or 20 seconds long), and short-form bumper ads (6 seconds long).
In addition to having to rely on these durations , a video created for YouTube must:
- Capture attention from the first few seconds to encourage the audience to watch the full ad;
- Use eye-catching images and visuals that reinforce the audio message, since video ads are often watched without the sound on;
- Present a clear call to action (CTA), strategically placed within the video.
Videos for social media ads
Video ads on social media platforms , such as Facebook , Instagram , and Twitter , for example, must also comply with limited duration restrictions, in addition to meeting specific format requirements.
To help you navigate this, here are some tips for social media video ads :
- Favor a short video , generally under 60 seconds, making efforts to quickly capture the attention of users;
- Use subtitles to allow the message to be conveyed even if the sound is not activated, considering that many users actually scroll through their news feed in silent mode;
- Ensure that the main message is presented and understood from the beginning of the video, as videos are not always watched in their entirety.
Photos suitable for advertising formats
As with videos, the choice of images for advertising must also be made with care in mind, respecting certain principles. Here are some basic tips for better optimizing images for social media ads:
- Respect the recommended dimensions for each platform to avoid images being cropped or distorted;
- Use high-quality photos that are attractive enough to grab the audience's attention;
- Choose an image that effectively reflects the advertising message and through which the target audience will be able to recognize themselves.
Since each platform has its own rules regarding this, it's important to ensure your image is appropriate for the chosen advertising channel, even before launching the ad campaign.
Creation of web banners for Display ads
Among the wide variety of advertising formats, display ads remain a popular option. Especially considering that this format is offered on many online advertising platforms . As with other visual media, however, banners need to be well-adapted, depending on their use.
Banners adapted to the AMP web format
AMP ( Accelerated Mobile Pages ) web banners are optimized for fast loading speed on mobile devices. To create effective AMP banners , it is recommended:
- to use lightweight images and graphics to reduce loading times;
- to ensure that the main message is clear and easily readable, even at reduced size on mobile devices.
HTML5 banners for interactive ads
HTML5 banners allow you to create interactive ads with animations and multimedia elements. For maximum results, however, you should ensure that:
- the interactivity is relevant to the advertising message, so as to avoid harming the user experience (UX);
- the created banner is compatible with different browsers and devices for smooth distribution.
Visual formats to be respected for the main platforms
This short reference guide brings together for you the main technical characteristics to respect in terms of visual formats for each of the main online advertising platforms.
Important notes :
- Formats and dimensions may vary, so it is advisable to regularly check the updated specifications on the respective advertising platforms.
- For videos, it is recommended to use files in MP4, MOV or AVI format, with high quality resolution.
- Check for restrictions on text on images. Some platforms limit the amount of text allowed in ads involving visuals.
Facebook Ads
Photo / Image :
- Square format: 1080 x 1080 pixels (1:1 ratio)
- Horizontal format: 1200 x 628 pixels (1.9:1 ratio)
- Vertical format: 1080 x 1920 pixels (9:16 ratio)
Video :
- Square format: 1080 x 1080 pixels (1:1 ratio)
- Horizontal format: 1280 x 720 pixels (16:9 ratio)
- Vertical format: 1080 x 1920 pixels (9:16 ratio)
Note that the recommended length for videos on Facebook is 15 to 60 seconds, depending on the type of advertising message.
Banner :
- Horizontal banner format: 1200 x 628 pixels (1.9:1 ratio)
Instagram Ads
Photo / Image :
- Square format: 1080 x 1080 pixels (1:1 ratio)
- Horizontal format: 1080 x 566 pixels (1.91:1 ratio)
- Vertical format: 1080 x 1350 pixels (4:5 ratio)
Video :
- Square format: 1080 x 1080 pixels (1:1 ratio)
- Horizontal format: 1280 x 720 pixels (16:9 ratio)
- Vertical format: 1080 x 1920 pixels (9:16 ratio)
The length of an Instagram Ads video should not exceed 60 seconds, with the majority being under 15 seconds.
Banner :
- Horizontal banner format: 1080 x 566 pixels (1.91:1 ratio)
Google Ads
Photo / Image :
- Square format: 1200 x 1200 pixels (1:1 ratio)
- Horizontal format: 1200 x 628 pixels (1.9:1 ratio)
Video :
- Square format: 600 x 600 pixels (1:1 ratio)
- Horizontal format: 1280 x 720 pixels (16:9 ratio)
The recommended duration for a Google Ads video ad varies depending on the format chosen. For example, bumper ads have a duration of 6 seconds. Non-skippable in-stream ads should have a duration of between 15 and 30 seconds.
Banner :
For the banner / display format , several sizes are available. The most common are: 300 x 250, 336 x 280, 728 x 90, 300 x 600, etc.
Amazon Ads
Photo :
- Square format: 1000 x 1000 pixels (1:1 ratio)
Video :
- Square format: 1280 x 1280 pixels (1:1 ratio)
- Horizontal format: 1280 x 720 pixels (16:9 ratio)
The recommended length for a video ad with Amazon Ads is generally less than 15 seconds.
Banner :
- Horizontal banner format: 1200 x 628 pixels (1.9:1 ratio)
LinkedIn Ads
Photo :
- Square format: 1200 x 1200 pixels (1:1 ratio)
- Horizontal format: 1200 x 627 pixels (ratio 1.91:1)
- Vertical format: 1200 x 627 pixels (1:2 ratio)
Video :
- Square format: 600 x 600 pixels (1:1 ratio)
- Horizontal format: 1280 x 720 pixels (16:9 ratio)
Banner :
- Horizontal banner format: 300 x 250 pixels (6:5 ratio)
- Square banner size: 300 x 300 pixels (1:1 ratio)
Specific notes :
- For photos, JPEG, PNG or GIF files are accepted.
- For videos, it is recommended to use MP4 or MOV formats, with a minimum resolution of 360p and a bit rate of 2000 to 5000 kbps.
- Also, make sure your text and visuals are clear and relevant to your target business audience.
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Conclusion
In summary, creating advertising content suitable for video, photo and web banner formats requires a thorough understanding of the specifics of each platform and precise audience targeting to maximize the effectiveness of advertising campaigns. By following these guidelines, and validating up-to-date information, you will be able to create impactful visuals for your ads, allowing you to effectively reach your target audience and maximize the impact of your advertising campaigns .
