Display Creative

Standard IAB Sizes:
├── 300x250 (Medium Rectangle)
│   └── Most common, highest inventory
├── 728x90 (Leaderboard)
│   └── Desktop header placement
├── 160x600 (Wide Skyscraper)
│   └── Sidebar placement
├── 300x600 (Half Page)
│   └── High impact, premium
├── 320x50 (Mobile Leaderboard)
│   └── Mobile standard
└── 320x480 (Mobile Interstitial)
    └── Full-screen mobile

Best Performing:
├── 300x250: Universal, high fill
├── 300x600: High engagement
├── 320x50: Mobile reach
└── Native: Best engagement

Native Components:
├── Image (1200x628 recommended)
├── Logo (minimum 128x128)
├── Headline (25-40 characters)
├── Description (90 characters)
├── CTA button
└── Sponsored label

Native Benefits:
├── 53% higher view rate
├── 18% higher purchase intent
├── Less ad blindness
├── Editorial integration
└── Mobile-friendly

Core Elements:
├── Logo (always visible)
├── Value proposition (clear)
├── Visual (product/lifestyle)
├── CTA (actionable)
└── Brand colors (consistent)

Hierarchy:
1. Attention: Stop the scroll
2. Interest: Communicate value
3. Clarity: What's the offer?
4. Action: Clear next step

Visual Design:
├── High contrast (readability)
├── Limited text (focus)
├── Quality images (crisp)
├── Brand consistency
└── Mobile-first thinking

Typography:
├── 1-2 font families max
├── Large enough to read
├── High contrast with background
├── Avoid script fonts
└── Clear hierarchy

CTAs:
├── Action words (Get, Shop, Learn)
├── Contrasting button color
├── Adequate button size
├── Urgency when appropriate
└── One CTA per ad

Technical Requirements:
├── File size: < 150KB (ideal)
├── Format: JPG, PNG, GIF, HTML5
├── Animation: 15s max, 3 loops
├── Frame rate: 24fps max
└── Initial load: < 200KB

HTML5 Requirements:
├── Polite load (user-initiated)
├── Backup static image
├── Click tracking
├── SSL compliant
└── Ad server compatible

Dynamic Creative Optimization (DCO):
├── Template + Data Feeds
├── Real-time personalization
├── Audience-specific messaging
├── Product-level ads
└── Performance optimization

Elements to Personalize:
├── Product image
├── Pricing
├── Headline/copy
├── CTA
├── Background
├── Offer
└── Location references

Product Feeds:
├── Product catalog connection
├── Real-time inventory
├── Dynamic pricing
├── Category-level ads
└── Retargeting personalization

Feed Requirements:
├── Product ID
├── Title
├── Description
├── Image URL
├── Price
├── Landing page URL
├── Category
└── Availability

Use Cases:
├── Retargeting
│   └── Show viewed products
├── Prospecting
│   └── Best sellers by category
├── Localization
│   └── Location-specific offers
├── Weather
│   └── Condition-based creative
└── Time-Based
    └── Day-parted messaging

Performance Impact:
├── 2-3x higher CTR
├── 50% lower CPA
├── Increased relevance
└── Scalable personalization

Rich Media Types:
├── Expandable
│   ├── User-initiated expansion
│   ├── Additional content reveal
│   └── Video capability
├── Video
│   ├── In-banner video
│   ├── Autoplay (muted)
│   └── Click-to-play
├── Interactive
│   ├── Gamification
│   ├── Product configurators
│   ├── Quizzes/polls
│   └── Mini-experiences
└── High-Impact
    ├── Takeovers
    ├── Skins
    ├── Roadblocks
    └── Interstitials

Guidelines:
├── User-initiated interaction
├── Clear close button
├── Non-intrusive behavior
├── Mobile-optimized
├── Fallback for unsupported
└── Respect user preferences

Performance Considerations:
├── Higher CPMs ($10-$50)
├── Limited inventory
├── Brand awareness focused
├── Measurement complexity
└── Creative production cost

Testing Priority:
├── 1. Overall concept
├── 2. Value proposition
├── 3. Imagery
├── 4. CTA
├── 5. Colors
└── 6. Minor elements

Test Framework:
├── Hypothesis: What we expect
├── Variable: One element changed
├── Sample: Minimum impressions
├── Duration: Statistical validity
└── Learning: Document findings

Fatigue Indicators:
├── CTR declining >20%
├── Frequency >5x
├── View rate dropping
├── CPA increasing
└── Engagement flat

Refresh Strategy:
├── New creative every 2-4 weeks
├── Rotation of 3-5 versions
├── Seasonal updates
├── Offer refreshes
└── Complete redesign quarterly