Creating Effective Digital Ad Content

Learn how to design content that captures attention and drives results on digital screens.

Design Principles

1. Keep It Simple

• One main message per ad
• Large, readable fonts (minimum 24pt)
• High contrast between text and background
• Minimal text - aim for 7 words or fewer

2. Visual Hierarchy

• Biggest element: Your main message or offer
• Second largest: Your business name or logo
• Supporting info: Contact details, dates, etc.

3. Color Psychology

• Red: Urgency, sales, food
• Blue: Trust, technology, professional services
• Green: Health, nature, money/savings
• Yellow: Attention, happiness, caution

Technical Requirements

What Screens Can Play

• Images: JPEG or PNG
• Animated images: GIF
• Videos: MP4 or WebM
• File size: up to 100 MB
• Each screen's page lists the formats it accepts — an owner can switch some off

Image Specs

• Resolution: 1920x1080 (Full HD — the standard for most TVs)
• Shape: landscape (wide), like the TV. An ad of a different shape is shown whole, with black bars at the edges — never stretched or cropped
• Time on screen: 20 seconds per play unless you choose otherwise, up to the screen's limit (30 seconds unless the owner changes it)

Video Specs

• Resolution: 1920x1080 (Full HD)
• Format: MP4 in H.264 format (the standard format most phones record in — you probably don't need to change anything)
• Duration: 15-30 seconds works well — a video plays for its own length, and you pay for every 10 seconds of it
• File size: under 100 MB (a 30-second video from your phone usually fits)

An animated GIF plays for its own length too, like a video.

Content That Converts

Strong Headlines

• Use action words: "Save," "Get," "Join," "Discover"
• Include benefits: "50% Off," "Free Trial," "Same Day Service"
• Create urgency: "Limited Time," "Today Only," "While Supplies Last"

Clear Call to Action

• Be specific: "Visit us today" vs "Call 555-0123"
• Make it easy: Add a QR code (a scannable square barcode) so viewers can visit your website instantly with their phone camera
• Single action: Don't confuse with multiple options

Local Appeal

• Mention location: "Downtown Seattle Special"
• Local imagery: Recognize local landmarks
• Community focus: "Family-owned since 1995"

Before It Plays

• Every ad is reviewed before it can be booked. A rejected ad shows the reason, so you can fix it and upload it again.
• Pick the right category — it's checked against each screen's house rules, and a screen whose rules exclude it can't be booked for that ad.

Common Mistakes to Avoid

• Too much text - Viewers have only seconds to read
• Low contrast - Text that's hard to read gets ignored
• Poor image quality - Blurry or pixelated content looks unprofessional
• No clear CTA - Don't leave viewers guessing what to do next
• Wrong shape - A tall ad on a wide TV plays with wide black bars beside it

Pro tip: Before you upload, look at your ad full-screen on a TV or laptop from a few steps back — that's how customers will see it.