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What ad formats should I use for Display Advertising?
What ad formats should I use for Display Advertising?

A guide to ad formats for display advertising

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Written by Martin Bergqvist
Updated over 2 months ago

As Display Advertising is done programmatically through Samhub, more ad formats are better to get as broad exposure on as many websites as possible

The following display ad formats are recommended per market:

Market

Panorama

Widescreen

Mobile

Sweden

980x240
980x360
980x600

250x360
250x600
300x250
300x480
300x600

320x320
320x480

Denmark

930x180
930x600
728x90

160x600
300x250
300x480
300x600

300x250
320x320
320x480

Norway

980x120
980x240
980x300
980x600

180x500
250x360
250x600

320x480
320x250
300x250

Finland

980x120
980x240
980x400
980x600

160x600
250x360
250x600

300x250
320x320
320x480

If you want to keep your ads updated frequently it is good to work with dynamic HTML-banners that you can update easily and lower your production costs. Contact us to learn more: hello@samhub.io

General weight & file guidelines

The general guideline is that the ad should be below 300kB in JPG, GIF or PNG file format. But as the weight affects how fast it loads, lighter is always better. See below recommendations:

Format (JPG, PNG or GIF)

Weight recommendation

250x360, 300x250, 320x320, 728x90, 300x250, 980x120, 180x500, 320x250

50-75kB

250x600, 300x480, 320x480, 980x240, 930x180, 160x600, 980x300, 160x600

75-150kB

980x360, 980x600, 300x600, 930x600, 250x600, 980x400

150-200kB

Display Ads - Creative Inspiration

When you create your Display ads there are a few things you should think about:

  1. Make sure that your logotype is clearly visible - in this case BIGGER really is BETTER. Preferably to the left in the ads as users read from left to right.

  2. Make sure the image quality is high. BUT ensure that the max weight is not exceeded for the ad. See recommendations for ad weights above.

  3. Have a clear message in the ad that is crisp and interesting.

  4. Use a maximum of two transitions or animations in the ad, more than that and it risks never being seen anyways. This way you can save weight and focus on good quality images instead.

  5. Link to a relevant landing page for the ad. Make sure that the user ands up on a page that is relevant and make sense based on the ad message.

  6. If you advertise programmatically then more ad formats = BETTER. You will be able to be visible on more sites and buy your ads cheaper.

  7. Update your ads if you advertise on a always on basis. Preferably every month, at least every other month.

General communicative suggestions

  • Big logo - the most important thing.

  • Smiling people draws the attention of the users.

  • You will get a better effect if image and text interact and builds the message together in an “unspoken” way. Think like the message “Think BIG” and an image of a small child, or “Breath in and relax” and an image of a person crammed in a corner of a crowd.

  • Use crisp and clear messages that can stick with a single glance.

  • Make sure the ads align with your graphical profile.

Some great examples here:

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