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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. It’s 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 you’ll 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 you’re giving a talk, then choosing the right format is about reading the room before speaking. “Each platform has its own rhythm, and if you’re 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 doesn’t 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 you’re 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.”
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?
There’s 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 it’s 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.”
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Creative Formats Specs
“If you ignore the specs, you’re 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 you’re looking to make a carousel ad for Facebook, video ads for LinkedIn, or native ads for Google, you’ll want to learn about the specifics for each platform. These details are in accordance with each platform’s rules, and they’ll help your ads look their best within the surrounding content, which benefits you as a marketer.
Image Sizes per Type
| Platform | Ad Type / Ratio | Dimensions (Pixels) | Notes |
|---|---|---|---|
| Meta | Facebook Feed (1:1) | 1440 x 1440 | |
| Facebook Feed (4:5) | 1440 x 1800 | ||
| Facebook Carousels | 1080 x 1080 (min) | ||
| FB Right Column, MP | 1200 x 1200 | ||
| Instagram Feed | 1080 x 1080 | ||
| Instagram Stories, Reels | 1080 x 1920 | ||
| Audience Network | 398 x 208 (min), 1200 x 628 (rec) | Native, Banner, Interstitial | |
| Google Images | Horizontal | 1200 x 628 (min 600 x 314) | |
| Vertical | 960 x 1200 (min 480 x 600) | ||
| Square | 1200 x 1200 (min 300 x 300) | ||
| YouTube | Horizontal | 1920 x 1080 | |
| Vertical | 1080 x 1920 | ||
| Square | 1080 x 1080 | ||
| Horizontal | 640 x 360 (min) – 7680 x 4320 (max) | ||
| Vertical | 360 x 640 (min) – 2430 x 4320 (max) | ||
| Square | 360 x 360 (min) – 4320 x 4320 (max) | ||
| TikTok | In-Feed Ads | 540 x 960 (min), 720 x 1280 (rec) | File size up to 500 MB |
| Realize | 1200 x 674 (min 400 x 350) | Smaller images will serve in fewer placements |
Headline Character Limit per Platform
| Platform | Ad Type | Headline Length (Characters) | Notes |
|---|---|---|---|
| Meta | Facebook Feed | 27 (recommended) | |
| 40 (recommended) | |||
| Text Ads | 30 (max) | ||
| YouTube | In-Feed Video Ads | 100 (max) | Text longer than 25 characters may be shortened on some devices. |
| ~70 (avoid truncation), 200 (max) | Use around 70 characters to avoid truncation on most devices. | ||
| TikTok | 20 (max) | ||
| Realize | 35-45 (recommended), 60 (max) |
Aspect Ratios per Platform
| Platform | Ad Type / Orientation | Aspect Ratio |
|---|---|---|
| Meta | Facebook Feed | 4:5 |
| Facebook Right Column | 1:1 | |
| Facebook Stories | 9:16 – 1.91:1 | |
| Instagram Stories | 9:16 | |
| Google Images | Horizontal | 1.91:1 |
| Vertical | 9:16 | |
| Square | 1:1 | |
| YouTube | Horizontal | 16:9 |
| Vertical | 9:16 | |
| Square | 1:1 | |
| Horizontal | 1.91:1 | |
| Vertical | 4:5 | |
| Square | 1:1 | |
| TikTok | Horizontal | 16:9 |
| Vertical | 9:16 | |
| Square | 1:1 | |
| Realize | 16:9, 4:3, or 1:1 |
Some Ad Format Selection Strategies
When you’re 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 Meta’s instant forms.”
For Retargeting
While there is no specific ad format for retargeting, you’ll want to use whichever format will connect with your viewer and meet them where they are. If you’re a newer brand, prioritizing formats that build familiarity is key. If you’re more established, test sequential storytelling or deeper engagement formats like quizzes or carousels. “Sequential storytelling for established brands is my favorite because when it’s 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, you’ll 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 it’s 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 what’s performing on your organic channels. That’s 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 it’s important to stay aware of the details. It’s 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, what’s popular isn’t always what’s effective,” says Flood.
Should I test different ad formats in the same campaign?
You should test different ad formats in the same campaign, but don’t 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, you’ll 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.
What’s the best format for Google Display ads?
While there’s 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 Google’s 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 viewer’s 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 they’re already in a learning stage.
