Creative Best Practices

We’ve analyzed our full-year 2022 creative insights and developed effective advertising best practices tailored to the unique needs and preferences of their target audience. To help our partners optimize their ad spend, increase engagement, and drive sales in an increasingly competitive market.

Banner Best Practices

  • Keep it simple and clear: Ads with 5 words or less saw a 14% higher CTR performance*
  • Keep it fresh: For longer-running campaigns, substituting ads monthly can help drive CTR as high as 2x*
  • Include all sizes: Using all the different ad sizes help increase impressions, secondary action rate, and store visit. As well as allowing campaign optimizations
  • Clear call-to-action: Use a call-to-action to set the expectation of where the user should click for next steps. CTA such as “Save Now” or “Pick Up” saw a 22% increase in CTR performance*
  • Capture attention: Adding animation can significantly enhance ad effectiveness. Animated banners saw a 22% increase in CTR performance.
  • Keep testing: A/B test your ad by changing one element per test to get accurate performance.

High Impact Rich Media

  • Build interactions: Ads with capabilities including gallery, locator map, gaming, etc. outperform static creatives in secondary action rate, time spent, and various metrics.
  • Make it relevant: Personalized ads generally have a higher CTR and Conversion Rate. Our insights show that relevant ads produced 29% higher CTR*.
  • Optimize for performance: Rich Media ads are heavy in file size, so optimize them for quick loading times. Focus on creating a friendly user experience.


  • Simplicity is key: CTV interfaces are typically viewed from a distance, so prioritize simplicity and clarity in your design. Use large, legible fonts, and avoid overcrowding the screen with excessive elements.
  • Consistent branding: Maintain consistency with your brand identity across all CTV/OTT screens. Use your brand colors, typography, and visual elements to establish a recognizable and cohesive experience.
  • High contrast and readability: Consider users with varying visual capabilities and provide sufficient color contrast.
  • Focus on key content: Given the limited screen real estate, prioritize essential content and avoid clutter. Highlight important information prominently, such as featured shows, recommendations, or call-to-action
  • Iconography and visual cues: Utilize icons and visual cues to convey information quickly. They can enhance navigation, communicate actions, and provide feedback to users, even from a distance.
  • Keep interactions simple: Minimize the number of steps required to perform actions by overlaying QR code to drive secondary actions from users.
  • Safe Area: CTV/OTT screens may have safe areas where certain content should be positioned to prevent important elements from being cut off. Ensure critical information, such as text or logos, is placed within the safe area to guarantee visibility on all devices.
  • Test on real devices: Always test your designs on real CTV devices to ensure compatibility, functionality, and usability. Emulators or simulators might not fully capture the user experience, so testing on actual hardware is crucial.


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