Display advertising isn’t as simple as posting an ad and calling it a day. You need to pay great attention to the user experience and serve an ad that loads efficiently and conveys your message. Mobile brings a host of new issues related to file sizes, so it’s crucial that you update yourself on proper guidelines.
Size of Ad
The size of your ad depends on the publisher. There are only a select few ad sizes to choose from, such as the feature phone banner or smartphone banner. The size of the ad doesn’t just dictate who can see your copy; it also affects load speed, and ultimately the views on your ad. Try to also remain mindful of file size, striving for under 5 KB in small ad sizes, under 15 KB for medium sized ads, and under 30 KB for large ones.
Color Usage
The screen size on mobile means that certain colors don’t mesh as well with each other as they might on desktop. It’s harder to build themes, because clarity of copy is much more important. In these situations, it’s best to fall back on the light/dark themes for color. Light text against a dark background is almost always easy to see, no matter the lighting conditions at the time.
Ad Scaling
Ad scaling is a fairly new concept in banner advertising, but it happens with rich media ads frequently. Ad scaling refers to ads that seem to grow in size based on how the user views the screen, or what he clicks on. Ad scaling on mobile can hijack the browsing experience and lead to a poor browsing experience for the user. Always test your ads before you deploy to avoid these unintended consequences.
Bio: Ted Dhanik is a direct marketing expert with industry experience with some of the biggest brands online. Ted Dhanik is the co-founder of engage:BDR, and its CEO. Find out how to build leads with display advertising tips from Ted Dhanik.