Best Practices for Digital Display Advertising BEST PRACTICES A display ad is like a billboard you see as you drive down the interstate; it needs to capture attention quickly and have a clear, simple message. 1 People will be viewing the ad on different sized screens (desktop, monitor, laptop, tablet, phone…). Make sure it pops regardless of size. Make your branding prominent. (After repeated sightings, they’ll start to recognize your brand at the forefront of the industry.) Have a short, singular message. Trying to say too much dilutes the entire ad. (Aim for seven words or less.) Zoom in on product images to emphasize pertinent details. Have a clear call to action. (What happens when they click?) 2 3 4 5 32
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