Ad Formats: How to Choose the Right One?

Choosing the correct ad formats i.e., the way in which your ad is presented to your target audience is an important part of any advertising campaign. Its vital to choose the right format for your product and your consumer, but how do you know which one will work best for your goals?

What Is an Ad Format?

An ad format refers to the way in which an advertisement is presented. This can mean videos, display ads, or other ways of reaching consumers. Advertisers can choose the type they think will help them most effectively tell their story.

Importance of Ad Formats

As with any kind of storytelling or communication, the appropriate presentation makes a world of difference. Different ad formats will work better for different products or platforms, based on what people want to know about a product, or why they come to a particular platform.

Types of Ad Formats

These are some of the most common ad formats:

Video Ads

Video ads appear on various platforms, e.g., social media and YouTube. Assuming a viewer has the time and is willing to watch the video, these are incredibly effective ways to engage and bring the consumer into your world.

Display Ads

Display ads are your classic banner ads, skyscraper ads, and the like. They can be dynamic or static, and youll see them on all kinds of apps and websites.

Sticky Ads

These are similar in appearance to display ads, but they move with the reader down the page, rather than being visible in only one place.

Native Ads

Native ads, as the name implies, appear to be part of the content the user is consuming, matching the already existing content in tone and topic. (They will, however, be labeled as sponsored post or similar.)

Search Ads

These sponsored posts live at the top of search engine results pages and target users who are searching topics directly related to your product or service.

Platform-Specific Ad Formats

If you think of a platform as a room where youre giving a talk, then choosing the right format is about reading the room before speaking. Each platform has its own rhythm, and if youre not in tune with that, then your ad gets ignored, says Taron Flood, growth marketer and newsletter operator.

Meta

Sometimes the smartest move is to make an ad feel like part of the conversation. On Meta, the best ads look like they belong, says Flood. Think lo-fi, in-feed creative that doesnt scream ad. Carousels still work for driving clicks, but short-form videos win attention, especially with Reels.

Google Ads

An effective Google Ad is all about intent, says Flood: Search is where people already know what they want, so your job is basically to just not to get in their way. Clarity and straightforwardness beat clever every time.

YouTube

When youre asking viewers to stay for a bit, the ad should be instantly engaging. YouTube rewards narrative, but only if you manage to earn those first five seconds of attention, says Flood. Even skippable ads need to hook hard and early.

LinkedIn

Advertisers on LinkedIn should aim to teach, not pitch, says Flood: Since LinkedIn is a platform where people tend to flex their expertise, sponsored content that isn’t overly sales-y, as well as insight-driven carousels, are probably a marketer’s best bet there.

TikTok

In-feed video ads are ideal on TikTok, says Flood. Native advertising is really king there, the kind of advertising that flows seamlessly in users’ For You feed, he says. The rule of thumb on TikTok is to make your ad feel as little like an ad as possible.

Realize

This performance advertising platform is ideal for advertisers who care about thoughtful, well-crafted campaigns, says Flood: Realize allows for advertisers to automatically deliver personalized creative that matches the right headlines and visuals to the right audiences.

Which Ad Formats Are Best for Driving Engagement?

Theres a difference between flashing an ad in front of a viewer and actually gaining their interest and attention. Short-form video almost always wins, especially when its native to the platform and gets to the point fast, says Flood. However, he notes, carousels and polls deserve more credit, and their value is increasingly being noted. They invite interaction, not just consumption. And everyone knows that that extra second of engagement is everything.

Creative Formats Specs

If you ignore the specs, youre ignoring how people actually use the platform, says Flood, who adds that specs are more like behavioral cues than tech details. A 9:16 video with sound on hits completely different than a muted 1:1 scroll.

Every platform will have its own preferred image size. Whether youre looking to make a carousel ad for Facebook, video ads for LinkedIn, or native ads for Google, youll want to learn about the specifics for each platform. These details are in accordance with each platforms rules, and theyll help your ads look their best within the surrounding content, which benefits you as a marketer.

Image Sizes per Type

Headline Character Limit per Platform

Aspect Ratios per Platform

Some Ad Format Selection Strategies

When youre considering an ad format, the first thing is to think about what you want to achieve. Always start with a goal, not the format, says Flood. If you want awareness, go big with video. For leads, try low-friction formats like Metas instant forms.

For Retargeting

While there is no specific ad format for retargeting, youll want to use whichever format will connect with your viewer and meet them where they are. If youre a newer brand, prioritizing formats that build familiarity is key. If youre more established, test sequential storytelling or deeper engagement formats like quizzes or carousels. Sequential storytelling for established brands is my favorite because when its done well, it can be an engagement goldmine, says Flood.

For Funnel Stages

Consumers bring different attitudes and levels of interest at each stage of the marketing funnel. There will be some overlap, with the main difference being that the ads should get more detailed and specific as they move further down the funnel.

At the awareness stage, visually engaging formats like display ads, short videos, and educational native ads can be most inviting. During the consideration stage, viewers are more open to blog posts, webinars, and interactive ads where they can spend more time learning about the product. In the conversion stage, advertisers can deliver content that will tip the consumer into buying, such as free trials, limited-time offers, and retargeting ads.

For Industries

Whether your ad is for SaaS, fashion houses, or educational organizations, youll want to use the format that helps you tell your story as clearly and effectively as possible on any given site. These can be text-based, video-based, or image-based. Each format can work for each type of industry, but its easy to see how video-based and image-based ads will have an edge for a visual industry like fashion, whereas text-based and video-based ads can work better for Saas and educational organizations, where the consumers will want to know all the finer details.

Format Testing and Strategies

Testing formats side-by-side under the same objective is a good strategy. For instance, on Meta, you can run carousels, video, and static in one ad set and let performance guide your budget allocation, says Flood. It’s always important to keep an eye on whats performing on your organic channels. Thats usually where some of our best ideas live.

Key Takeaways

Ad formats are the ways ads are presented to your viewer. Different platforms offer different specs and guidelines for advertising on their sites, and its important to stay aware of the details. Its also key to test how your ads perform with different ad formats so you can be efficient and effective in your campaigns.

Frequently Asked Questions (FAQs)

What is the most popular ad format?

Single image and video ads still lead in volume, and on Meta especially. They’re easy to produce and plug-and-play. But, whats popular isnt always whats effective, says Flood.

Should I test different ad formats in the same campaign?

You should test different ad formats in the same campaign, but dont just focus on format. Message testing is just as key as testing the layout, says Flood. Gains come from testing how quickly you get to the point, how you frame the hook, and whether your CTA actually lands.

What kind of content works best in a slideshow or collection ad?

For a slideshow or collection ad, youll want to focus on high-quality images and charts. If you do use text, it should be short, to-the-point, and it should visually pop.

Whats the best format for Google Display ads?

While theres no official best format, responsive display ads can help brands optimize their campaigns, achieve a broader reach, and save time. Google might use asset enhancement and AI-generated assets, and Googles AI can generate various ad combinations.

What is a display ad format?

A display ad format means a video, photo, illustration, or GIF where the display is meant to catch the viewers eye. The format can also be understood as the combination of size and aspect ratio.

What format should I use for LinkedIn lead-gen ads?

LinkedIn offers a variety of formats for lead-gen ads, including carousel, video, and single image ads. The platform provides pre-filled lead-generating forms.

What ad format should a SaaS company use on LinkedIn?

Sponsored content of all kinds can be effective, as people come to LinkedIn to learn more about their industries. Blog posts, videos, and thought leadership posts can speak to the LinkedIn visitor and engage them while theyre already in a learning stage.