This document provides the technical specifications for the three custom ad formats used on N.Rich ABM platform.
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Cross-channel ad
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N.Rich Cross-channel ad is similar to Google responsive display ad and, in fact, uses Google as one distribution channel. The Cross-channel ad creative consists of 1-15 images, 1-5 headlines, and 1-5 descriptions, which will be randomly mixed to create combinations. This means you need to make sure every image + headline + description combination makes sense. The system manages the multivariate optimization automatically, so the more combinations are available, the better results you can expect.
It is not recommended to use text on images, because it is a possible disapproval reason for the ad from Google. The reason for this is that optimization is based on algorithms that use Natural Language Processing and try to interpret the context of the ad. With text on image with the current level of AI technology, it is very hard for the algorithm to interpret the meaning, even if it could extract the text and recognize what the image represents.
Here is an example of the optimal creative element numbers for the Cross channel ad:
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Downloadable helper Excel sheet for Cross channel ads. This template can be used for faster creation of several ads and it is also useful if 3rd parties, such as agencies, without access to N.Rich create the ads.
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Native Video Ad
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Native Video Ad is an interactive in-media ad format that uses programmatic display advertising inventory for distribution. Video ads appear in various different sizes depending on the placement on which they appear, but the MPU, or 300x250 is the most common format. An ideal aspect ratio for the video is the standard 16:9. The video is autoplay while visible and will not play if above or below the fold or if the browser tab is not active. The video will be sound-off as default and sounds can be turned on from the widget. The video can also be expanded to the full screen. The video supports two CTA’s, one below the video and one once the video has played, but this ad format should not be expected to create a lot of clicks. The primary result is video views, which means that video played at least for 20 seconds. The ideal duration of the video is 1.5-3 minutes and relevancy of content for the B2B audience should be prioritized over production value. View a demo of video ad format.
Native Article Ad
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Native Article Ad is an interactive in-media ad format that uses programmatic display advertising inventory for distribution. Article ads appear in various different sizes depending on the placement on which they appear, but the MPU, or 300x250 is the most common format. Depending on the size, only a small section of the article will be visible at first, but the visitor can continue reading by scrolling it in-media. The scroll-level and time spent with scrolling are measured. Engagement, or reading the article, is defined as scrolling at least 50% of the article. A CTA at the end of the article is supported, but this ad format should not be expected to create a lot of clicks. View a demo of article ad format.
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Image Ads
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Image display ads generate clicks just like Cross-Channel ads, but give full control over the creative from a branding perspective. However, it is never recommended to use only image ads alone, but in parallel with Cross-Channel ads in order to observe the performance difference.
You can upload image display ads with the following dimensions:
The size limit for an image ad is 150 kilobytes.
File type should be “.jpeg“, “.jpg“ or “.png“.
Supported formats:
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Size (Px)
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Name
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How big % of advertisers use the format*
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300×250
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Medium Rectangle
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40%
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300×600
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Half Page
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5%
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970×250
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Billboard
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1%
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336×280
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Large Rectangle
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<1%
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250×250
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Square
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<1%
Summary sheet: N.Rich ABM ad formats
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Ad format
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Engagement metric
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Textual elements
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Image / video elements
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Creative notes
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Sample
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Cross- channel ad
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Click
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1-5 headlines: 30 chars
1-5 descriptions: 80 chars
CTA text: Predefined options (localized versions available)
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1-15 images (.jpg / .png)
Landscape (1.91:1): 1200x628px or more
Square: 600 x 600px or more (The system will give you an option to crop square images from your uploaded landscape images)
File size limit: 5120KB
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Automatically mixes and matches the creative elements: all combinations of image+text must make sense.
Focus more on landscape than square images (80/20). Add at least 2 of each format.
Avoid using text on images, it will confuse the optimisation, can be the cause of ad disapprovals from Google.
Do not use blurry images of any kind, including background blur. These types of images may get disapproved.
Use the maximum amount of creative elements to increase results
If possible, you should add 5 headlines and 5 descriptions. This will have the biggest impact on the performance.
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Video ad
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Engagement Video view: 20s played
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Headline: 23 char
Description: 90 chars
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Aspect ratio: 16:9
Recommended duration: 1.5-3 minutes
Upload from Youtube or import as .mp4, file size limit: 30MB
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Sound is off by default: best to embed subtitles on the video file if possible
Relevant content is more important than production value
Aim to educate and tease potential viewers
Avoid giving out all the details so that viewers have a reason to proceed to your landing page to learn more
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Video ad CTA
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Click
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Headline: 23 chars
Description: 90 chars
Button text: 23 chars
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n/a
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Shown after the video has been completely viewed
Use your strongest value proposition and CTA
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Article ad
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Engagement Reader: 50% scrolled
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Header (above image): 23 chars
Title (on top of image): 90 chars
Article text: 1500-2500 chars
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1 image (.jpg / .png)
Landscape: 800x600px or more
File size limit: 5120KB
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Use snippets from existing blogs/white papers/articles/web content
Compose as a preview / teaser to the contents of the landing page
Header+title+image set relevancy and give reason to read
Ensure proper formatting, to build a well structured article
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Article ad CTA
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Click
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Title: 23 chars
Description: 90 chars
Button text: 23 chars
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n/a
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Should be placed to the bottom of the article, never at the top / middle
Use your strongest value proposition and CTA
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Image ad
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Click
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n/a
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One image (.jpg, .jpeg, .png)
File size limit: 150KB
Formats:
300×250 - Medium Rectangle
300×600 - Half Page
970×250 - Billboard
336×280 - Large Rectangle
250×250 - Square
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This is the standard static display ad format
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A downloadable version of the summary sheet:
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is now available here: https://n.rich/en/knowledge-base/ad-formats-and-specifications