How to Choose the Best Ad Format for Your Campaign

best ad format for each vertical

In today’s fast-changing digital world, choosing the right ad format for your campaign is crucial for success. With so many ad networks and formats available, affiliates and marketeers often struggle to find the most effective options. This choice is important because it impacts how far your ads reach, how well they engage your audience, and how efficiently you spend your advertising budget. Knowing the details of each ad format and how they fit different marketing goals is key to making the most of digital advertising.

This article helps marketers choose the best ad format for their campaigns by considering several important factors.

Understanding Ad Formats

Before we start, I must mention that no ad format is going to give you the perfect everything you need to get results, every format has its benefits and disadvantages and you shouldn’t think there will be only one ad format that will bring you conversions. To understand exactly what ad format works best with your vertical, strategies like A/B testing can be a good way to understand exactly what engages best with your target audience. Ad formats dictate how an advertisement appears and interacts with the audience, influencing both the engagement and effectiveness of your campaigns.

Types of Ad Formats


Pop-up Ads: These ads appear in a new browser window or tab, often used to capture immediate attention. They can be intrusive and are sometimes blocked by browsers. Pop-under Ads: Similar to pop-ups, but these appear behind the main browser window, aiming to be seen after the primary window is closed.

Push Notifications

Browser Push Notifications: These are messages that appear on a user’s device through their web browser. They can be sent even when the user is not on the website, making them effective for re-engagement for example.

Mobile Push Notifications: Notifications sent through mobile apps, used to drive engagement and keep users informed about updates or promotions.


Banner Ads: Visual advertisements displayed on web pages, typically in the form of images or interactive media. Used a lot for brand awareness.

In-Page Push Ads

In-Page Push Ads: These ads mimic push notifications but appear within the web page content itself. They are less intrusive than traditional push notifications and can be highly targeted.

Native Ads

Native Ads: Ads designed to blend seamlessly with the content around them, providing a less disruptive user experience. They match the form and function of the platform they appear on, making them more engaging and less likely to be ignored.

Calendar Ads

Calendar Ads: These are reminders or events added directly to a user’s iOS calendar. Often used for event marketing, sales, or reminders, they ensure that users are notified at the right time.

Search Ads

Search Ads: Text ads displayed on search engine results pages (SERPs) when users search for specific keywords. They are highly targeted based on user intent and are usually placed above or below the organic search results.

Social Media Ads

Social Media Ads: Ads displayed on social media platforms like Facebook, Instagram, LinkedIn, Twitter, and TikTok. These ads can be highly targeted based on user profiles, interests, behavior, and engagement.

Importance of Choosing the Right Ad Format

Choosing the appropriate ad format is crucial as it impacts several aspects of digital marketing:

User Experience

The right ad format integrates smoothly with content, enhancing the user experience and encouraging longer engagement times.

Revenue Generation

Engaging formats like video or interactive ads often achieve higher click-through rates, thus potentially increasing revenue.

Targeting and Relevance

Selecting suitable ad formats for specific content types increases relevance, making ads more appealing to the audience.

Ad Blocker Considerations

Non-intrusive ads like Native are less likely to be blocked by ad blockers, maintaining ad visibility and effectiveness.

Cross-Device Compatibility

Effective ad formats perform well across different devices, providing a consistent experience that adapts to various screen sizes.

Loading Time

Optimal ad formats do not compromise website performance, ensuring quick loading times which are crucial for maintaining user engagement.

Target Audience Consideration

Every affiliate or marketer recognizes that a deep understanding of the target audience forms the cornerstone of any successful advertising campaign. Audience analysis not only helps in creating messages that resonate well with consumers but also in selecting the most effective channels for ad delivery. This section dives into the critical aspects of demographic and behavioral analyses, which are essential in understanding and engaging with the target audience effectively.

Demographic Analysis

Demographic analysis plays a crucial role in audience segmentation by providing concrete statistical data about a population. This type of analysis includes age, geographic location, gender, socioeconomic status, and industry, each serving a specific purpose in tailoring marketing strategies:

  1. Age: Knowing the age range of the target audience helps in understanding their life stage, which influences their needs and media consumption habits.
  2. Geographic Location: Geographic data aids in pinpointing cultural and regional characteristics. For example, from my experience, users in countries that are more connected to sports like Brazil tend to participate more in betting activities.
  3. Socioeconomic Status: This information helps determine the purchasing power of the audience, guiding the pricing strategies and product offerings. Usually users with a lower socioeconomic status tend to participate more in sweepstakes, giveaways and iGaming in the search of getting their situation better.
  4. Gender Identity: Knowing the gender of a user can help customize products and messages to better meet the specific needs of different gender groups.

Behavioral Analysis

Behavioral analysis offers a dynamic look at how potential customers interact with various media and content. This analysis covers:

  • Engagement with Platforms: Understanding which social media platforms the target audience prefers and how they interact with these can guide where to focus your ad campaigns.
  • Content Consumption: Analyzing the types of content the audience consumes can help in designing ads that are more engaging and relevant.
  • Purchasing Behavior: Tracking past purchase behaviors helps predict future buying patterns, enabling more precise targeting.
  • Seasonal Influences: Recognizing how time of year affects purchasing decisions can optimize the timing of campaigns.

Best Ad Format for each Vertical

1. iGaming, Betting, Casino

  • Push Notifications: They create a sense of urgency with time-sensitive promotions and events, which can drive immediate actions and conversions. The creatives used are extremely important to capture the attention of the user, make sure not to mislead the user with false promotions or statements.
  • Pops: These ads capture attention quickly and are effective at driving immediate sign-ups or deposits due to their more intrusive nature. I advise you to invest time on creating a good landing page to promote with this ad format.

2. mVAS (Carrier Billing)

  • Push Notifications: They are excellent for subscription reminders and promoting new services directly to the user’s device, increasing the likelihood of immediate conversions.
  • Pops: Effective in generating immediate engagement and conversions by interrupting the user experience and presenting a clear call-to-action.

3. Sweepstakes

  • Push Notifications: They effectively drive participation by reminding users about deadlines, new sweepstakes, and winners, which encourages immediate action.
  • Pops: These are highly effective for capturing attention and driving entries due to their intrusive and compelling nature.

4. Finance

  • Push Notifications: They can deliver timely financial updates, new product offerings, and promotions directly to users, driving immediate conversions. Finance and crypto can be sensitive topics. Include trust signals on your creatives like security badges, testimonials, and endorsements from reputable sources to build credibility.

5. Dating

  • Native Ads: These blend seamlessly with content, making them less intrusive and more appealing, leading to higher-quality sign-ups.

6. E-Commerce

  • Push Notifications: Highly effective for cart abandonment reminders, flash sales, and personalized offers, leading to immediate purchases.

7. Antivirus and VPN (Utilities)

  • Push Notifications: Useful for renewal reminders, security alerts, and urgent updates, prompting immediate actions. They can create a sense of urgency with time-sensitive offers or flash sales.

8. Nutra

  • Native Ads: Perfect for content marketing that provides health tips and benefits of products, leading to informed purchases.
  • Banners: Suitable for brand awareness and promotional campaigns.


In conclusion, choosing the right ad format is crucial for successful digital marketing campaigns. Affiliates should match ad formats to their goals and audience preferences to get the best results. This helps ads reach more people, engage them better, and use the budget wisely, ensuring ads grab attention and lead to conversions. Don’t forget to ask your Account Manager for more tips about which ad format you should use for your offer.

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