What are display ads?

Display ads are a key part of digital marketing, allowing businesses to share their messages online visually. These ads, made up of images, text, and sometimes videos, are placed on websites and other online platforms to grab the attention of specific audiences. Unlike text ads, display ads use creativity and visuals to engage viewers. They come in different formats, like static banner ads, interactive elements, and dynamic media, allowing advertisers to showcase their brand or products. By carefully choosing where to place these ads, businesses can increase brand awareness and influence consumer behavior. Besides being a creative tool, display ads offer valuable data that helps advertisers measure their effectiveness and improve their marketing strategies.

Display Ad Formats

Display ads provide a flexible platform for advertisers to communicate their messages effectively. Among the many available formats, three key types stand out: skyscrapers, rectangles, and leaderboards.

Skyscraper ads are tall and narrow, typically placed alongside website content to catch the target audience as they scroll. Their vertical shape works well for showcasing eye-catching visuals or delivering short, attention-grabbing messages.

Rectangular ads offer advertisers a balanced space to share their message. With enough room for images and text, these ads are ideal for displaying detailed information or product visuals. Usually found within website content or on sidebars, rectangular ads integrate smoothly into the user experience while grabbing attention.

Leaderboard ads are horizontal and placed at the top of web pages, making them hard to miss as soon as a page loads. Their wide layout is perfect for brand awareness or delivering concise, memorable messages.

While many display ad formats exist, the 300×250 size is the most popular and effective. Its compact design balances visibility and subtlety, fitting well into various website layouts without being too intrusive. The 728×90 leaderboard size is also highly effective, especially for capturing attention at the start of a user’s visit.

Building Display Ads for Each Section of Your Funnel

Creating display ad creatives tailored to different stages of the advertising funnel is essential for maximizing campaign impact.

Ads should be eye-catching and visually appealing at the top of the funnel, where the goal is awareness. Bold visuals, brand-focused messaging, and clear value propositions help introduce the brand to a broad audience.

As potential customers move to the consideration stage, the focus shifts to offering more detailed information. Here, creatives should highlight product features, benefits, and customer reviews to deepen the audience’s understanding of the brand.

At the bottom of the funnel, where the goal is conversion, ads should be designed to prompt action. These creatives often include strong calls-to-action (CTAs) and special offers to encourage immediate engagement.

Building Ad Creatives with Online Design Platforms

Online design platforms have become essential tools, making it easier for businesses to create great-looking ads without needing advanced design skills.

One of the most popular platforms is Canva, known for its easy-to-use drag-and-drop interface. It offers a huge library of templates, images, and design elements that are ready to use for different ad formats. Canva makes it simple to build professional display ads, even for beginners.

Adobe Express is another strong option, offering a balance between ease of use and powerful features. Users can quickly combine text, images, and themes to create eye-catching visuals, all with minimal effort.

Figma is a design tool that stands out for its real-time collaboration features. While it’s often used by graphic designers, Figma is also beginner-friendly and allows teams to work together on ad creatives directly in the browser. It supports flexible design systems and is great for scaling creative production across teams.

All three platforms support different ad sizes and formats, making them versatile for digital marketing needs. They also help teams collaborate better, speed up the creative process, and deliver polished ads that grab attention.

Why Stick to Brand Guidelines for Ad Creatives

Following brand guidelines is key to building a strong and recognizable brand.

Using the same colors, fonts, and design styles across all display ads helps create a consistent look and feel. This boosts your brand recognition and builds brand awareness. When ads look and feel the same across platforms – whether on social media, websites, or elsewhere – they tell a clear, unified story. That consistency helps your brand stand out and stay memorable, even in a busy digital space where attention is hard to grab. Sticking to brand guidelines keeps your message clear and your image strong.

Why A Large Ad Library is Important

Having a large collection of creative assets like images, headlines, and ad copy, gives advertisers the flexibility to keep things fresh and effective.

By rotating different assets, you can avoid ad fatigue and better match changing customer interests or trends. It also helps with A/B testing to see which combinations work best for your audience. A large ad library makes it easy to update campaigns for seasonal events or new promotions quickly. In a fast-moving digital world, having many creative options helps you stay relevant, engage people, and get better results from your ads.

Conclusion

In conclusion, crafting eye-catching display ads requires a mix of creativity, strategic thinking, and technical proficiency. By exploring design platforms such as Adobe Creative Suite, Canva, or Figma, you can harness powerful tools to bring your visions to life. 

Additionally, investing time in learning platforms like Skillshare, Udemy, or Coursera will deepen your understanding of design principles and techniques, empowering you to enhance your advertising prowess continually. Embrace the journey of continuous learning and exploration, and captivate audiences with compelling display ads that leave a lasting impression.