Use this guide to plan effective campaigns across major digital channels. You’ll find key requirements, creative best practices, specs, and turnaround times to help you launch quickly and get results.
Advertiser Requirements: The advertiser must have a Facebook Page to run ads on Facebook and Instagram. We will need access to the advertiser’s Facebook Page. For instructions, see our Knowledge Base article on How to Accept a Facebook Access Request from SoCast Digital.
Visuals and Copy: Use high-quality images or videos that stand out in users’ feeds. Keep your message short, direct, and enticing with a clear call to action (CTA).
Video and Interactive Formats: Videos and interactive formats (such as carousels and collections) often perform better. Try Reels, Stories, and short video ads (under 15 seconds for in-feed; 5–10 seconds for Stories) to maximize engagement.
Reporting: Facebook Ads report data at the state or province level to protect user privacy and ensure accuracy.
Ad Specs:
Ad Copy Limits:
Visuals and Messaging: Use eye-catching visuals and concise, persuasive copy with a strong CTA. Maintain brand consistency in colors, fonts, logos, and voice.
Ad Specs: Common sizes include 300x250px (Big Box), 728x90px (Leaderboard), 300x50px (Mobile Banner), and 160x600px (Skyscraper).
File Formats: JPEG, PNG, GIF, HTML5, and AMPHTML are supported.
Frequency Cap: The IAB recommends 3–5 ad impressions per user per day for optimal engagement.
Turnaround: Please allow approximately 48 hours for an accurate SEM campaign quote in the SoCast Dashboard. This time is needed for keyword research.
Keyword Selection: Provide a list of 5–10 popular keywords relevant to your campaign. Focus on high-intent keywords and avoid overly broad terms. Clients can also provide negative keywords to exclude irrelevant traffic.
Ad Copy: Write concise, compelling copy with a strong CTA. Include keywords in headlines and descriptions to improve relevance and ad position. Clickable phone numbers can be included.
Content Quality: Create high-quality, engaging videos that capture attention within the first 3–5 seconds. Messaging should be clear and include a strong CTA.
Ad Length: Skippable: 6–15 seconds; Non-skippable: up to 30 seconds. Shorter videos improve completion rates, especially on mobile.
File Formats: MP4, MOV, WebM, AVI, FLV, and VAST.
Ad Types and Specs:
Attention-Grabbing Intro: The first 5 seconds are critical for skippable ads. Use bold visuals, engaging questions, or catchy statements.
Storytelling: Even short ads benefit from a simple narrative (setup, conflict, resolution) to keep viewers engaged.
CTA: Include a clear CTA and use YouTube features like overlays, end screens, and companion banners.
Ad Format: Choose the format based on your goals: skippable in-stream (broad reach), non-skippable (complete message), bumper (short and impactful), or discovery (organic engagement).
Ad Length: Skippable in-stream: 15–30 seconds (put the key message in the first 5–15 seconds); Non-skippable: 15 seconds or less; Bumper: 6 seconds.
TrueView Strategy: You only pay when viewers watch 30 seconds (or the full ad if shorter) or click, so focus on engaging content.
Specs:
Turnaround: Please allow approximately 48 hours for a LinkedIn campaign quote in the SoCast Dashboard.
Ad Specs: Static display ads: 1080x1080px. For video, 15–20 seconds is ideal.
Audience Targeting: Target by job title, company, industry, skills, and seniority. Use matched audiences for retargeting or customer lists.
Ad Formats: Choose from Sponsored Content (single image, video, carousel), Sponsored Messaging, Text Ads, and Dynamic Ads.
Visuals and Copy: Use professional, high-quality visuals and clear, actionable copy tailored to a professional audience. Offer valuable content like whitepapers or webinars to engage users.
Turnaround: Please allow approximately 48 hours for a TikTok campaign quote in the SoCast Dashboard.
Ad Specs: Video resolution: 1080x1920px (vertical); aspect ratio 9:16; duration 5–60 seconds; file size up to 500 MB.
Ad Features: TikTok offers TopView full-screen ads and Hashtag Challenges, which have high engagement rates (8.5% on average).
Creative Style: Ads should feel native and authentic, blending with user-generated content. Capture attention in the first 2–3 seconds with high-energy, fast-paced visuals and sound.
Format: Design ads vertically for a mobile-first experience. Leverage trends, hashtags, and TikTok’s CTA buttons (for example, “Learn More” or “Shop Now”).
Turnaround: Please allow approximately 48 hours for a programmatic audio campaign quote in the SoCast Dashboard.
Companion Banner: An optional 300x250px static graphic can accompany audio ads.
Messaging: Keep audio ads clear, concise, and focused on one main point. Deliver your key message within the first 5 seconds, followed by a strong CTA.
Voiceover and Tone: Match the voice and tone to your target audience and listening context (for example, upbeat for workouts; calm for relaxation).
Personalization: Use dynamic creative audio to personalize ads based on listener data (location, time, and more).
Platform-Specific CTA: Tailor your CTA for the platform (for example, “tap to learn more” for mobile listeners). Use companion banners to reinforce your message.
Ad Length: 15–30 seconds is optimal. For longer ads, ensure the content remains engaging.
Turnaround: Please allow 48 hours for a DOOH proposal request.
Booking Model: Ads are booked on a CPM basis, calculated using census data, surveys, ticket sales, and sometimes surveillance data.
Ad Duration: Ads typically display for 7–10 seconds and may share the billboard with up to 12 advertisers.
Targeting: Tailor content to specific locations and demographics. Use concise messaging (5–7 words), bold visuals, and high-contrast colors for maximum impact.
Dynamic Content: Update ads in real time based on weather, time, or traffic. Use motion graphics and animation to attract attention, but keep it simple.
CTA: Include a memorable CTA, such as a short URL or a QR code, to encourage action after viewing.
Brand Consistency: Maintain logos, colors, and fonts across placements for brand recognition. Consider interactive elements like QR codes or NFC tags to bridge offline and online engagement.