What is a creative?

An advertising creative is an image that captivates the target audience’s attention and informs them about a product or service. It is often accompanied by text, which may appear directly on the image, as in banner ads, or outside of it.

An example of a creative is a banner under the search bar on Yandex Search.

Creatives are used in various types of online promotions. One area where they are used is contextual ads on search engines and websites.

A creative typically includes the following elements:

1. Image — A photo or an illustration.
2. A description of your offer or information about the company.
3. Logo — Helps you boost brand recognition.
4. Call to Action (CTA) — Informs users about the action they can take after viewing your ad. For example, they can purchase your product or register for an event.

Let’s discuss these elements using a Yandex Direct banner as an example.

A banner with an image, text, logo, and a call to action

Types of creatives

Creatives vary in content. Let’s explore them in more detail:

Product creatives. The main focus of this creative is the product offered by the company. Typically, it’s a high-quality photo or graphical image showcasing the product.

A creative featuring a product image

Lifestyle creative. It highlights a product or service in use. Such images help people picture themselves as active customers.

Graphic visual. An illustration that visually conveys the creative idea or captures attention.

A graphical creative that communicates discount details

Memes. Fun images frequently posted on social media. They can quickly become popular and go viral.

Creatives can also be categorized by format:

• Static image — A photo or illustration.
• Animation — An image with moving or interactive elements.

How to develop a creative for a contextual advertising campaign

Step 1. Define your advertising goal. The goal will determine the concept of your creative. If your campaign aims to boost sales of a specific product, you should highlight the product and summarize its key advantages. If your goal is to announce a discount, it makes sense to specify its amount in the ad.

Example of a creative announcing a discount

Step 2. Focus on your target audience. This helps you decide on the style and tone of your creative. For instance, memes and slang may work well for teenagers, while a friendly, calm tone may suit family audiences.

Step 3. Decide where to publish your creative. Your creatives may vary depending on the platform. For example, targeted social media ads have one set of requirements, while Yandex Search ads have another. You can learn more about Yandex Direct requirements for creatives in the Help section.

Step 4. Create layouts. Use graphic design tools like Figma to develop multiple creatives.

Include the elements discussed earlier: images, text, logo, and a call to action. You don’t need to include all the elements at once — focus on your goals and advertising format. For instance, if your ad includes text, the creative may only feature an image.

To grab the audience’s attention, use interactive or contrasting elements — for example, a brightly colored button.

Placing a promo code in a contrasting frame helps draw attention.

Once the layout is ready, check the following:

• The image aligns with the ad text and matches the content on the landing page. For instance, if you run a watch store, the banner should showcase items from your catalog.
• The colors complement each other and reflect your brand identity. For example, green and brown tones, often associated with nature, work well for promoting natural products.
• The text is concise and doesn’t take up too much space on the creative. Ideally, limit it to one to three sentences.
• The font is large, contrasts with the background, and has adequate spacing between words and lines.
• The creative avoids excessive moving or flashing elements that could irritate users.
• The creative complies with the advertising platform’s requirements for elements, size, and format.
• The creative adapts well to different ad formats: all elements remain clear, and essential information stays visible when cropped to fit various templates.

Create multiple creatives with variations in images, text, and calls to action. For example, one version can showcase your packaged product, and another can demonstrate it in use. This helps you test different ad versions to determine which ones perform better.

Additionally, ensure your creative is optimized for mobile devices. Develop separate layouts for desktop and mobile devices.

Step 5. Publish your creatives to make them viewable online and reach your audience. You can do this, for example, through Yandex Direct.

Publishing your creative isn’t the end of the process. Regularly review your advertising results to identify which ads perform best. If certain creatives are underperforming, consider optimizing or pausing them.

Make sure to regularly update your creatives to keep them relevant to your audience.

What methods are used to build a creative?

You can create an ad image yourself or get help from a specialist. Let’s explore four ways to approach this:

1. Use a graphic design tool. This option works well for creating static creatives without complex illustrations. In the editor, you can select preset elements, arrange them, add text, and adjust fonts. These tools often offer built-in templates for ad creation.
2. Work with a designer. Sometimes, building a creative requires designing visuals from scratch or developing animations. In this case, a specialist can help you develop the concept and create the layout. To order a creative from a designer, define the scope of work, providing your expectations for the creative and a description of your business and target audience.
3. Use the Ad Builder in Yandex Direct. This tool allows you to create appealing image ads without expert assistance. Developing creatives in the Ad Builder does not require special knowledge or skills. Read the Help section to learn how to use the tool.
4. Use images generated by a neural network in Yandex Direct. In advertising campaigns, you can use creatives generated by the YandexART neural network, tailored to your site category and business type.

Creative advertising technologies help you develop images that capture the audience’s attention

Mistakes to avoid when developing a creative

Using a flickering background or animated elements that flash or move abruptly. This type of creative may irritate users. Make sure the transition between frames allows enough time to read the text, and the banner’s still frame highlights the core message of the ad.

Failing to include a call to action when expecting a specific action from the user. Without a call to action, users may not understand what action is expected of them. Use concise and clear phrases like “Buy”, “Register”, or “Get a promo code”.

Using low-quality images. Make sure the illustration isn’t grainy, blurry, overly dark, or overexposed.

Failing to adapt the creative for different devices. Ensure the creative displays properly on various devices or create separate layouts for smartphones. Neglecting mobile users may result in losing a significant portion of your audience.

Summary:

• In marketing, a creative refers to an image designed to capture the target audience’s attention and communicate information about a product or service. Key elements of a creative include a visual component, text, logo, and a call to action.
• Creatives can showcase both your product and the process of using your product or service. Additionally, graphic illustrations are often added to ads.
• To successfully build a creative, clearly define your advertising goal, focus on your target audience, and ensure compliance with the advertising system’s requirements.
• There are several ways to develop a creative: working with a designer, using a graphic design tool, or using the Ad Builder in Yandex Direct. One of the easiest options is to use images generated by the YandexART neural network directly in Yandex Direct.
• Common mistakes when crafting creatives include cluttering them with unnecessary elements, using low-quality images, and neglecting mobile devices.