Best Practices: Creatives

Display Creative Best Practices

• Ensure your company’s logo is prominent and consistent in location and dimension across the different banner sizes within each creative set.

• The value proposition (offer) should be easy to read and simple. It should take up the most space in your ad and be the first thing that the viewer’s eyes are attracted to.

• The call to action should be prominent and clear, being a focal point of the ad. Contrasting colors typically help the button stand out from the background.

• Include brand imagery and clear images of your product. Utilize people and top-selling products when possible.

• Consider using colorful, eye-catching background colors to draw consumer attention.

• As Flash acceptance and support across major browser versions continue to decline, Quantcast recommends migrating to HTML5 ad creatives as an alternative to Flash formats to ensure seamless display across devices and platforms. Alternatively, using an animated GIF/JPG image instead of the Flash creative would be recommended to ensure seamless delivery to all browsers and platforms if HTML5 conversion is not possible.

• Due to the variability in the HTML5 format, we request assets or a live tag for testing before launch. 

Quantcast supports the Coalition for Better Ads initiative to create a better user experience on desktop and mobile web. As such, we strongly suggest our Advertiser use formats and creative specifications that adhere to the Better Ads Standards as defined at https://www.betterads.org/standards/

Native Creative Best Practices

Best Practices:

• Keep the focal point of the image toward the center for the optimal appearance after resizing.

• Use lifestyle images to match the appearance of other page content. Images where products are used in context are preferred to images of the product only.

• Avoid text on the image, as it may not be legible after resizing.

• Your image and copy should be relevant to the page your ad clicks out to.

• To make the most of the ad space, aim for your headline and body character lengths to be as close as possible to the recommended max.