For effective and successful online advertising, all the elements must be in place. The adaptation of visual content according to the advertising platform is among these. Whether it is a photo , a video or a Display banner , the rules to follow will not be the same, depending on the advertising distribution channel chosen. Before launching your campaign, it is therefore important to ask yourself this question.
Video media suitable for advertising formats
Using video in advertising opens the door to many advantages . It is indeed an engaging medium, reaching its target audience through striking images, a compelling story or specific examples in everyday life that people can relate to. However, for maximum effectiveness, certain rules must be respected depending on the format and platform for broadcasting the advertising message.
Videos for YouTube Ads
Video ads on YouTube can take different forms. Among them, we find skippable video ads (after 5 seconds of listening), non-skippable video ads (lasting 15 or 20 seconds) and short-term “ bumper ” ads (6 seconds).
In addition to having to be based on these durations , a video created for YouTube must:
- Capture attention from the first seconds to encourage the audience to watch the full ad;
- Use eye-catching images and visuals to reinforce the audio message, since video ads are often watched without the sound turned on;
- Present a clear call to action (CTA), strategically placed in the video.
Videos for social media ads
Video ads on social networks , 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, here are some tips for advertising videos for social media :
- Favor a short video , generally under 60 seconds, making every effort to quickly capture users' attention;
- Use subtitles to allow the message to be broadcast even if the sound is not activated, considering that many users actually scroll through their news feed in silent mode;
- Ensure the main message is presented and understood from the start of the video, as videos are not always watched in their entirety.
Photos adapted to advertising formats
As with videos, the choice of images in advertising must also be made while taking care to respect certain principles. Here are some basic tips for better image optimization for social media ads:
- Respect the recommended dimensions for each platform to prevent images from being cropped or distorted;
- Use high-quality photos that are attractive enough to attract 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 rules in this area, it is important to ensure that your image is adapted to the chosen advertising channel. And this, even before the launch of the advertising 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.
Web banners in AMP ( Accelerated Mobile Pages ) format are optimized for fast loading speed on mobile devices. To create effective AMP banners , it is recommended:
- 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 allow you to create interactive advertisements with animations and multimedia elements. For maximum results, however, make sure that:
- 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 problem-free distribution.
Visual formats to respect 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 advisable to favor files in MP4, MOV or AVI format, with high quality resolution.
- Check text restrictions on images. Some platforms in fact limit the amount of text authorized in advertisements involving a visual.
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 duration of an advertising video on Instagram Ads must not exceed 60 seconds. The majority are even below the 15 second mark.
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)
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 typically 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 format: 300 x 300 pixels (1:1 ratio)
Specific remarks :
- For photos, JPEG, PNG or GIF files are accepted.
- For videos, it is recommended to use MP4 or MOV formats, with a minimum resolution rate of 360p and a bit rate of 2000 to 5000 kbps.
- Also make sure your text and visuals are clear and tailored to your target professional audience.
Conclusion
In summary, creating advertising content adapted to 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 advertisements, allowing you to effectively reach your target audience and maximize the impact of your advertising campaigns .
