LinkedIn advertising has become an increasingly effective tool for businesses and professionals to reach their target audience. With its diverse user base and professional networking environment, leveraging the right ad format is crucial for achieving optimal performance and engagement.
LinkedIn ads come in various formats, but which format performs best? Is it the normal horizontal image, or is the square image the best LinkedIn ad format?
In this blog, we will delve into the significance of choosing the most suitable ad format for your LinkedIn ads. We will also explore how it can directly impact the effectiveness of your campaigns.
LinkedIn Ad Formats for Images
1. Horizontal/Landscape Format
Since LinkedIn was founded, the horizontal image has always been used as the standard. In 2021, LinkedIn came up with an update, and after that, a square image could also be used in the LinkedIn ad format. This was probably done to improve the performance of ads. A square image is displayed much larger than a horizontal image.
Recommended Ratio and Pixel Specifications
When creating a horizontal/landscape format ad for LinkedIn, it’s recommended to use the aspect ratio of 1.91:1. This means the ideal pixel specifications should be 1200 pixels (width) by 627 pixels (height).
The following formats can be used to place advertisements online on LinkedIn:
Horizontal/Landscape: 1.91:1 (recommended ratio)
Minimum: 640 x 360 pixels
Maximum: 7680 x 4320 pixels
Adhering to these specifications ensures that the ad appears properly without any cropping or distortion, providing a visually appealing experience for viewers.
Use and Significance
The horizontal/landscape format has been a staple in traditional advertising and has been widely utilized across various platforms, including LinkedIn. Its use stems from the familiarity and comfort it offers to both advertisers and audiences.
This format allows for showcasing compelling visuals and engaging content, making it a reliable choice for communicating marketing messages effectively.
Advertisements using the horizontal/landscape format have historically demonstrated effectiveness in capturing audience attention and conveying brand messages due to their expansive nature. This format has been initially favoured for its versatility in accommodating various types of content, including images and text, thus making it a popular choice for LinkedIn advertisers aiming to deliver impactful campaigns.
2. Square format
Recommended ratio and pixel specifications
The square format for LinkedIn ads has gained popularity due to its impact on ad performance. The recommended ratio and pixel specifications for square format ads on LinkedIn are 1:1, with the ideal pixel specifications being 1200 pixels by 1200 pixels.
The following formats can be used to place advertisements online on LinkedIn:
Square: 1:1
Minimum: 360 x 360 pixels
Maximum: 4320 x 4320 pixels
The introduction of the square format has provided advertisers with an alternative to the traditional horizontal/landscape format, allowing for more visually striking and attention-grabbing imagery.
This format has been shown to have a positive impact on ad performance, as the larger display size of square images tends to attract more attention from users as they scroll through their feeds. The square format also offers a more immersive and engaging experience for viewers, making it effective for capturing and holding their attention.
Advertisers have reported improved click-through rates and engagement when utilizing the square format for their LinkedIn ads, highlighting its significance in maximizing performance.
3. Vertical format
When it comes to the vertical format for LinkedIn ads, the recommended ratio is 9:16, with the ideal pixel specifications being 627 pixels in width and 1200 pixels in height.
The following formats can be used to place advertisements online on LinkedIn:
Vertical: 1:1.91 (recommended ratio)
Minimum: 360 x 640 pixels
Maximum: 2340 x 4320 pixels
This format is designed to cater to the increasing consumption of content on mobile devices, where vertical ads perform exceptionally well.
The potential use of the vertical format lies in its ability to seamlessly integrate with the natural scrolling behaviour of users on mobile devices.
By leveraging the full vertical space available on mobile screens, advertisers can effectively capture the attention of their target audience and deliver a more immersive and engaging experience.
Considerations for utilizing the vertical format include the need to create visually compelling content that is optimized for vertical viewing.
This format is particularly suitable for storytelling and showcasing products or services in a more visually impactful manner. Advertisers should also ensure that the key elements of their message are prominently displayed within the vertical frame to maximize the impact of their ads on mobile devices.
LinkedIn Ad Formats for Videos
LinkedIn ad format for video is another powerful option for advertisers looking to maximize their ad performance on the platform. With the increasing consumption of video content, leveraging video ads can be a highly effective strategy for engaging the target audience on LinkedIn.
The recommended aspect ratio and pixel specifications for video ads on LinkedIn are 16:9, with the ideal pixel specifications being 1280 pixels (width) by 720 pixels (height). The following formats is recommended to place video advertisements on LinkedIn:
Video: 16:9 (recommended ratio)
Minimum: 640 x 360 pixels
Maximum: 4096 x 2304 pixels
Explore more about video ad specifications here.
Video ads have the advantage of capturing and retaining viewer attention through dynamic visuals and compelling storytelling. The immersive nature of video content makes it well-suited for delivering impactful messaging and driving engagement with the audience.
By incorporating video ads into their LinkedIn advertising strategy, businesses and professionals can create more engaging experiences for their target audience, ultimately maximizing ad performance and achieving their marketing objectives.
Considerations for utilizing 1:1 ratio videos
When utilizing 1:1 ratio videos for advertising on LinkedIn, it’s important to consider the visual impact and viewer engagement.
The square format provides a unique canvas for storytelling and presenting content in a compelling manner. Ensure that the content is optimized for the square frame, with key elements positioned effectively to make the most of the available space.
Additionally, consider creating content that is visually appealing and capable of capturing the audience’s attention within the square format.
Balancing content and format optimization for video ads
Balancing content and format optimization for video ads is essential for maximizing the impact of your campaigns. It’s crucial to strike a balance between delivering valuable, engaging content and optimizing it to suit the chosen ad format.
Ensure that the storytelling and message delivery align with the format-specific requirements to create a seamless and immersive viewing experience.
By harmonizing content and format optimization, you can effectively capture audience attention and drive better performance for your video ads on LinkedIn.
Best Performing LinkedIn Ad Format
When comparing the horizontal, square, and vertical formats for LinkedIn ads, it’s important to consider the unique advantages each format offers.
The horizontal format, with its established historical use, provides familiarity and comfort to both advertisers and audiences. It allows for showcasing compelling visuals and engaging content, making it a reliable choice for communicating marketing messages effectively.
On the other hand, the square format has gained popularity due to its impact on ad performance, offering more visually striking and attention-grabbing imagery.
The vertical format is designed to cater to the increasing consumption of content on mobile devices, where vertical ads perform exceptionally well, seamlessly integrating with the natural scrolling behaviour of users.
Evidence of improved performance with square format
Advertisers have reported improved click-through rates and engagement when utilizing the square format for their LinkedIn ads.
The larger display size of square images tends to attract more attention from users as they scroll through their feeds.
Additionally, the square format offers a more immersive and engaging experience for viewers, making it effective for capturing and holding their attention.
Frequently Asked Questions (FAQ)
As you might have expected, the square image outperforms the horizontal image. From our campaigns, we have seen a CTR increase of about 0.2% in the transition to square ads. Since then, we have used this LinkedIn ad format in almost all cases.
When using a square image, we recommend always using a minimum size of 1200x1200px. Anything below this resolution will be rendered by LinkedIn up to 1200x1200px. This will cause your images to be less sharp.
For most campaigns, the square image format is a safe bet due to its proven performance and visual appeal.
Absolutely! Video ads are highly engaging and can significantly boost brand awareness. Experiment with both 16:9 and 1:1 formats to see what resonates best with your audience.
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Conclusion
In conclusion, optimizing LinkedIn ad formats by leveraging the recommended aspect ratios and pixel specifications for images and videos will undoubtedly enhance the impact and effectiveness of your advertising campaigns. Be sure to adapt your ad creative to the latest ad formats, tailor your content for mobile users, and explore the potential of using square images in video ads to achieve optimal results.
This article was initially published in the Dutch language on Prime Marketing.
