How to Create Advertising for Digital

Chapter 3 of The Fundamentals of Digital Advertising

To make an impact, ads needs to be platform specific and tailored to the campaign objective. This chapter provides marketers with an overview of how to achieve creative and strategic excellence when creating digital advertising.

By Econsultancy

19 minute read

When creating advertising for digital, platform and context are key. This chapter explores the creative and strategic considerations that marketers should take into account when producing ads for different channels in a variety of formats. It covers:

Industry formats: An overview of the standard digital advertising formats and how to use them effectively. This includes text, image, video and audio ads, as well as their placement in feeds or streams and the functionality they offer, i.e. shoppable ads.
Creative considerations: A variety of platform-specific guidelines for making ads with impact across mobile, CTV, audio and DOOH channels.
Best practice principles: Research from the IAB UK that identifies 10 best practice principles for advertising creative and matches them to stages of the funnel.