Designing ads for dynamic creative
- 1. W e m a k e a d s t h a t m a t t e r . Designing Ads for Dynamic Creative ad
- 2. adacado® ads that matter dacad Designing Ads for Dynamic Creative Table of contents Introduction Recommended creative file types Designing with standardized ad formats Designing your ad Dynamic images and text Image dimensions & layering assets Text length and navigation Ad sequence 1 2 3 6 7 8 9 10
- 3. adacado® ads that matter 1 dacad Designing Ads for Dynamic Creative Introduction One of the most powerful features of dynamic advertising is the ability to automatically create thousands of ads using an advertiser's data source. However, designing dynamic ads requires different practices from designing static ads. This document details what design practices are important and why. ad
- 4. do adacado® ads that matter 2 dacad Designing Ads for Dynamic Creative Delivering your designs to Dynamic Creative Optimization and Programmatic Creative companies. Providing ad designs in the correct formats can ensure a quick campaign turnaorund and the accurate implementation of your designs. Due to the nature of dynamic ads, the components of your creative designs are taken apart, and recompiled into a dynamic ad template. Because of this, files in which individual image and text layers can be accessed like PSD, Ai and InDesign files are preferred. AiPSD ID ad
- 5. do adacado® ads that matter 3 dacad Designing Ads for Dynamic Creative Designing with standardized ad formats in mind One of the first decisions to make when designing for dynamic creative is the choice of ad formats. Note that the dimensions of the different formats impose different size/aspect ratio restraints and may limit the ability to maintain consistency across the formats. It’s easiest to start with the 300x250 format to get design approval and then apply the look/feel of the approved design to the other formats. 300x250 “medium rectangle” 300 px 250 px
- 6. adacado® ads that matter 4 dacad Designing Ads for Dynamic Creative Standardized ad sizes Before you start designing your ads it’s crucial to know where your ads will be shown and which sizes generally perform better than others due to the availability of inventory. Top performing sizes source*adsense 250px 280px 600px 90px 100px 300px 300px336px 728px 320px medium rectangle large rectangle leaderboard half page large mobile banner ad
- 7. do adacado® ads that matter 5 dacad Designing Ads for Dynamic Creative Other standardized sizes 600px 120px skyscraper600px 160px wide skyscraper 1050px 300px portrait square 250px 250px small square 200px 200px small rectangle 150px 180px button 125px 125px 240px 120px vertical banner 50px 320px mobile leaderboard 60px 468px banner 250px 970px billboard 90px 970px large leaderboard 60px 234px half banner ad
- 8. do adacado® ads that matter 6 dacad Designing Ads for Dynamic Creative Here are two examples of template assets and corresponding ads: 728x90 Barcelona - Lisboa desde 74.75 € Reserva Ahora! Book Now book now and save up to 10% or more rates from $269 Coast Edmonton Plaza Edmonton, AB background image offer image city text hotel text price text offer text 300x250 background image offer text price text offer image Designing your ad It is important to understand how designs are imple- mented using templates. While you may not be using the Adacado platform some variation of this approach will be used with other Programmatic Creative and Dynamic Creative Optimization companies. In Adacado, a template is created for each ad format. Templates form the structure for ads. We create areas on templates called asset slots into which assets flow when the ad is created. Assets can be dynamic or static. If dynamic, they come from the data source and change for each ad. If static, they are the same for each ad. A key design consideration is determining which assets are dynamic and where they will be placed on the template. It is very common to place all the static elements (logo, call to action button, etc.) into one single image called a background image.
- 9. adacado® ads that matter 7 dacad Designing Ads for Dynamic Creative Dynamic images and text Design with actual images and text direct from the data source Ensure designs are created using actual images from the data source that will be used to generate the ads. Image dimensions, quality and backgrounds may not always be consistent within the data source. Except for automatic resizing, images can only appear as they do in the data source. Initial Design FinalDesign Product text is not uni- form (contains both bold and normal font) Assumes transparent background of product images. Not adequate spacing to allow for more then two digits... Background gradient green to white to match the white background of product images. Consistent font style Price moved to accom- modate multiple digit lenght. ad
- 10. do adacado® ads that matter 8 dacad Designing Ads for Dynamic Creative Image dimensions Are all dynamic images consistent in size and dimension (aspect ratio)? If images in the data feed are not consistent, it can dramati- cally alter the overall look of an ad. Images that differ in size from the image asset slot in the template will be resized until either the height or width (whichever occurs first) equals the corresponding height or width of the image asset slot. Layering assets Be cautious when layering image or text assets. What can look good for one set of assets may look completely different for another set. (e.g. text colour on different background images). If you must overlay text on varying backgrounds, consider placing the text on a colored or white background upon which the text is guaranteed to stand out. Poor design: Unless you can guarantee a clear area for text you will get mixed results. MarinaBaySands.com Exclusively at Always the lowest price guaranteed BOOK NOW BOOK NOW MarinaBaySands.com The Shoppes at Fashion, Dining, Entertainment Poor: Image dimension is only 187x140. This leaves white space around the ad and makes it hard to see the navigation. Better: Image dimension (223x140) fits correct- ly into image asset. Click Here Find out your home’s value SOLD!$2,425,000 BELLEVUE BED: 5 BATH: 5.5 Click Here Find out your home’s value SOLD!$2,425,000 BELLEVUE BED: 5 BATH: 5.5 ad
- 11. do adacado® ads that matter 9 dacad Designing Ads for Dynamic Creative Dental Programs Train for a Dental Degree and get on the Fast-Track to Success Available in Fort Collins, Greeley, Longmont, Colorado Springs & Cheyenee Paralegal Degree and Certificate Train for a Paralegal Degree and Certificate Available in Fort Collins, Greeley, Longmont, Colorado Springs & Cheyenee Good: The text slot area (see white dotted lines) was designed so that it accommodates the smallest and largest text sizes in the data source. Learn MorePenn State Industries Your Woodturning and Dust Collection Source Better: In a clear area. Poor: Blocks part of image. Learn MorePenn State Industries Your Woodturning and Dust Collection Source Dynamic text length Dynamic text assets (e.g. product names or descriptions) can often vary in character length. Therefore, it is important to ensure dynamic text assets within the template design to allow sufficient space for the “longest case” scenario.We suggest you review the data feed to find both the shortest and longest fields then view how each dis- Navigation Most ads will contain navigation controls (e.g., dots, step, arrows, thumbnail, numbers, custom) typically in one of the corners of the ad unit. Make sure to accommodate this by providing an open area where the "nav control" can go. Also keep in mind that this will be the same position if more than one template is used.
- 12. adacado® ads that matter 10 dacad Designing Ads for Dynamic Creative Ad sequence (Adacado specific) Most Adacado ads consist of ad frames that transition from frame to frame after a few seconds delay. They can transition from any side (top, bottom, left, right) or they can fade in from behind. When designing, consider how each frame will look in a sequence and how each will transition. Collectively, do they communicate the right message, tell a story, and flow together in a consistent way without looking disjointed. Good: The logos across all frames align exactly to prevent a jarring effect on frame tran- sition. Category lifestyle frame Promo frame Targeted product frames Targeted product frames Targeted product frames
- 13. do W e m a k e a d s t h a t m a t t e r . Thank You www.adacado.com info@adacado.com 604.301.0221