Work with your design team to create graphics for your ABM display ads. Please provide the following best practices to your design team to help guide their creation. Also, review:
Primary Text
Message Guidelines:
Your text should be clear and compelling and your messaging should target your audience directly. Shoot for about 5-9 words in length and every primary text should consist of these two things:
- What you do (your value)
- Who you are for
Design Guidelines:
Stay away from generic or click-bait messaging, use sentence-case, and avoid all caps. You want your audience to feel more like they stumbled upon a solution, and less like they are being sold to.
Though sometimes it is difficult, it’s a good rule of thumb to stay 12px and above.
Secondary Text (Optional)
Secondary text is optional and can be used to either add clarity, expand your value statement, or share promotional offerings such as a limited-time giveaway.
Call to Action (CTA)
Your CTA should explain the action being taken. It is best to provide something of value, especially for Propensity Display Network ads. Your CTA has to be exciting enough for your audience to stop what they are doing and redirect their attention.
Some good value-added CTAs are:
- Download a Free Guide
- Sign up for a Free Trial
- Free Gift
Colors
The colors of your ad serve two primary purposes:
- To grab attention
- Accessibility
It is critical you select colors that reflect your brand and catch the views of your audience as well as help to make things legible. To do this, use color contrast checking tools to check your contrast ratios and aim for a score of 7 or higher.
Logos
Make it Big... Make it Bold. One of the primary purposes of Propensity Display Network ads is brand awareness. It is best to select a logo with both your favicon and name so users recognize both when it comes time for sales to engage.
Design Guidelines:
Make sure the logo has enough contrast with the background (light enough if the background is dark, and vice-versa).
Tip: Using your brand colors helps with awareness and recognition.
Images (Optional)
A picture has the power to draw the eye and leave an impression. That said, imagery should only be used if it helps tell your story.
Design Guidelines:
Use Colorful and exciting imagery that relates to your message and helps add movement. Some ideas for images include:
- Pictures of your product
- Smiling satisfied customers
- Puppies (okay, maybe no puppies - but who doesn't love a puppy?)
Examples
Look through our examples of Propensity Display Network ads to help you get started. Notice how we moved around the primary and secondary text to add interest and used bold colors within our brand design to stand out!
We recommend at least these 3 sizes:
- 728x90 for leaderboard on desktop
- 320x50 for mobile
- And 300x250 for another popular desktop size
HTML5 Animations
Adobe Animate and Google Web Designer are recommended tools for creating HTML5 ads. Both require someone to take the time to learn how to create and produce the ads. If you don’t have the resources, you'll likely need to hire an agency or a freelancer on Upwork.
Adobe Animate:
- For people who use Adobe and prefer it / have a subscription
- Easy to make a template and stick to it
Google Web Designer:
- Free application
- You can work on multiple sizes at once, which can be a major plus
- You can do a bit more fancy interactions
Design Requirements:
Maximum uncompressed file size: 2MB
To benefit from the most scale, we support HTML5 ads in the following sizes:
- Mobile Banner (320 x 50)
- Mobile Banner (300 x 50)
- Large Mobile Banner (320 x 100)
- Large Mobile Banner (300 x 100)
- Leaderboard (728 x 90)
- Large Leaderboard (970 x 90)
- Wide Skyscraper (160 x 600)
- Medium Rectangle (300 x 250)
- Half-Page Skyscraper (300 x 600)
- Billboard (970 x 250)
- Mobile Full-Page Interstitial - Portrait (320 x 480)
- Mobile Full-Page Interstitial - Landscape (480 x 320)
- Tablet Full-Page Interstitial - Portrait (768 x 1024)
- Tablet Full-Page Interstitial - Landscape (1024 x 768)
Note: For any campaigns created on 8/25/25 or later, the minimum spend per Propensity Display Network ad is $100.