The document outlines various examples of digital advertising formats used by different companies, focusing on platforms like Twitter and Facebook to drive conversions and generate leads. It highlights specific campaigns from brands such as Mercedes-Benz USA, Sinpas Gyo, and Perkbox, showcasing strategies like lead generation ads and video ads. Additionally, Audi Ireland's photo ads illustrate efforts to transition towards dynamic ads that enhance direct digital sales.

1. Digital ad format examples
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2. Twitter
• Northumbria University were
using Twitter site cards to
drive conversions for student
registrations

3. Facebook lead generation ads
• Facebook use Mercedes
Benz USA campaign as their
example of a lead generation
advert

4. Facebook lead generation ads
• Sinpas Gyo is a Turkish
property developer that has
had success generating leads
via Facebook
• They were using Instagram to
drive brand awareness and
test their best performing
imagery and then using them
in the lead generation ads

5. Facebook lead generation ads
• Perkbox is a HR SaaS that
provides employee benefits
you’d normally expect from
large corporates
• They use lead generation ads
as part of their Facebook
activity. They also use a
technology stack to handle
everything from lead scoring to
ad targeting
• They focus much more on
optimizing the copy rather than
the imagery

6. Facebook video ads
• Busuu is a language learning
app
• They drove initial awareness
with static ads via ‘automatic
placement’ feature - mass
targeting across Facebook
wherever the cheapest
inventory was
• They then used video to
deliver the call to action of an
app download

7. Facebook photo ads
• Audi Ireland the example
photo ad that Facebook uses
• They are trying to move direct
digital sales businesses on to
dynamic ads were Facebook
selects the object to be
served and provides an
invitation to purchase (think of
it as like carousel ads with a
‘buy call to action’