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In this article we will consider the key points to pay attention to when selecting the ad format.

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The choice of an ad format can significantly impact the efficacy of your campaigns. The ad format you select determines how your message is conveyed to your target audience, making it a pivotal element of your overall marketing strategy.

Consider These Factors

1. Audience Behavior and Preference

The first step in ad format selection is understanding your audience. Do they engage more with visual content, interactive elements, or concise messages? If your target audience prefers quick information, text-based formats like native ads might be the way to go. If they resonate with captivating visuals, video ads or banners may be more effective.

  • Conduct surveys or polls to gather direct feedback from your audience.
  • Analyze social media engagement metrics to identify the type of content that resonates the most.
  • Use data analytics tools to track user behavior on your website or app.

2. Vertical Alignment

Different verticals demand different ad formats. For instance, dating platforms could benefit from compelling video ads showcasing successful matches, while utility services might excel with concise interstitial ads displaying the benefits of their tools.

  • Research the characteristics and trends of your chosen vertical.
  • Study successful campaigns within the same vertical and analyze their ad formats.
  • Experiment with different formats to identify which ones align best with your chosen industry.

3. Message Complexity

Consider the complexity of your message. Video ads allow for in-depth storytelling, making them suitable for conveying intricate details. On the other hand, if your message is straightforward, a banner ad can deliver it concisely.

  • Break down your message into key points and determine its level of complexity.
  • Consider whether visuals, animations, or audio are necessary to convey your message effectively.
  • Test different formats with varying levels of complexity to find the one that resonates best.

4. Platform Compatibility

Your chosen ad format must be compatible with various devices and platforms. Ensure your selected format maintains its appeal across different screen sizes and maintains a seamless user experience.

  • Test your ad formats across various devices, including smartphones, tablets, and desktops.
  • Use responsive design principles to create ads that automatically adjust to different screen sizes.
  • Collaborate with designers and developers to optimize the user experience on different platforms.

Optimal Ad Formats for Your Vertical

1. Mainstream
Native Ads: Blend seamlessly with content, fostering higher user engagement and generating trust.
Banner Ads: Visually impactful and versatile, banner ads can effectively convey your message to a wide audience.

2. Dating
Video Ads: Share success stories or unique features through video, providing an emotional connection with potential users.
Interstitial Ads: Prominently displayed during natural app transitions, these ads can captivate users seeking dating opportunities.

3. Utilities
Interstitial Ads: Capitalize on user transitions with interstitial ads, conveying utility-related benefits during natural breaks.
Popunder Ads: Convey utility tools effectively by capturing users' attention as they explore different websites.

4. Video Content
Pre-Roll Video Ads: Grab attention before users watch desired video content, ensuring your message is seen by a relevant audience.
In-Stream Ads: Seamlessly integrated within video content, in-stream ads deliver your message without interrupting the user experience.

7 Steps to Select the Right Ad Format

Before following these steps, consider the vertical you work with and the product you promote. Depending on the particularity of your offer and your possibilities some steps may be neglected.

1. Conduct Audience Surveys
Create surveys or questionnaires to directly ask your audience about their content preferences. Use platforms like Google Forms or SurveyMonkey to gather valuable insights.

2. Analyze Social Media Analytics
Utilize social media analytics tools to track engagement metrics such as likes, shares, and comments. Identify patterns in the type of content that generates the most interaction.

3. Research Vertical Trends
Explore industry-specific publications, forums, websites and news to stay updated on the latest trends and preferences within your chosen vertical.

4. Study Competitor Campaigns
Analyze the ad formats used by your competitors in the same vertical. Identify successful campaigns and examine the formats that contributed to their success.

5. Test Different Formats
Set up A/B tests (2 separate campaigns). Run parallel campaigns with different formats to determine which yields higher engagement and conversions.

6. Gather User Feedback
Encourage users to provide feedback on their ad experience. This could be through post-engagement surveys or feedback forms on your website.

7. Collaborate with Designers and Developers
Work closely with your design and development teams to ensure that your chosen ad format is optimized for various devices and platforms.

By carefully considering these factors and following the provided instructions, you can make informed decisions when selecting the most suitable ad format for your affiliate marketing campaigns. This strategic approach will enhance your campaign's effectiveness and ultimately drive better results.


The selection of an ad format is a critical decision that shapes the success of your affiliate marketing campaigns. By considering factors such as audience preference, vertical alignment, and message complexity, affiliate marketers can make informed choices. OnClickA's diverse ad format offerings, combined with advanced targeting and real-time tracking capabilities, provide the necessary tools to create compelling campaigns that yield tangible results. Remember, a well-chosen ad format tailored to your audience's preferences can significantly increase your affiliate marketing revenue and driving more traffic and conversions.


Select Ad Format