Digital ads are everywhere on our screens. The risk of yours getting "tuned out" is real! Beyond a compelling message, your ad specs must be airtight. We’re talking about the design elements that make ads look and perform right.
At Zoe Marketing & Communications, we’ve been designing digital ads for our clients since 2020. Whether you design your ads or have us do it, here’s a breakdown of key specs — so your ad looks its best on all platforms.
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1. Dimensions of our most common ad sizes
We focus on the top-performing sizes for our sites and Google Ads.
- 300x250 pixels — Called a "tile" or "medium rectangle," it appears in sidebars or inline in articles. Works on desktop and mobile.
- 728x90 pixels — This "leaderboard" banner appears at the top of webpages. For desktop/tablet views.
- 320x50 pixels — "Mobile leaderboard" at the bottom of mobile screens only.
- Billboard (4:1 or 6:1 ratio) — A large ad that covers half the screen on desktop only (max size: 2,000x500 pixels)..
2. Maximum file sizes
Keep files under 1 MB. Display ads should ideally be under 150K for quick loading.
3. Best file types
- Yes: JPG, PNG, GIF and HTML5 (for responsive, animated ads)
- No: Flash (no longer supported by browsers)
- JPG: Best for ads with complex images and large text. Smaller file size; faster load time.
- PNG: Great for ads with more text; smoother lines and fonts. Less ideal for complex images.
4. Resolution for digital ads
The standard screen resolution is 72 PPI (pixels per inch). Avoid increasing it — this just makes the file larger without improving clarity.
To check resolution:
- Mac: Right-click the file in Finder, click "Get Info" and check "More Info."
- Windows: Right-click the file, select "Properties" and check under the "Details" tab.
5. Color space
- Use RGB (red, green, blue) for vibrant screen colors.
- Avoid CMYK — that’s for print and may distort your colors on screens.
To check color space, follow the same steps (above) for checking resolution.
6. Why borders matter
Ads need a border or “hard edge” to avoid blending into the surrounding space.
- Add a 1-pixel border if your ad has a white background.
- Or extend the background color to all four edges.
7. Animated ads
Animation grabs attention, but it must stay under 15 seconds. Keep your logo and message visible in the first few seconds.
Options:
- GIFs: Good for simple animations like moving text or short loops.
- HTML5: For complex animations, like moving objects or people. You’ll need a developer for this.
Next steps for your digital ads
Digital ads require the right specs to stand out. These essentials help ensure your ads load fast and look sharp.
Want to level up your digital ad design? Talk to us here at Zoe Marketing & Communications. We can help you fine-tune your next campaign. To learn even more, explore:
