# Asset Type: Ad Creative

**Purpose:** Paid advertising image (social ads, display, retargeting)
**Priority:** High stakes — direct revenue impact

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## Technical Specs

| Format | Dimensions | Notes |
|---|---|---|
| Facebook/Instagram Feed | 1080 × 1080px | Square preferred |
| Facebook/Instagram Story | 1080 × 1920px | Vertical |
| LinkedIn Sponsored | 1200 × 627px | Horizontal |
| Display Banner | 300 × 250px | Must work at small size |

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## Compositional Rules

- **Single clear message** — one visual = one idea. No multi-message ads.
- **Thumb-stop priority** — first 0.5 seconds must earn attention
- **Low text in image** — keep text < 20% of image area (platform policy + performance)
- **Visual hook first** — emotion or curiosity before explanation
- **CTA area clear** — bottom 20% of image kept clean for button overlay

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## Ad Creative Patterns (By Product)

**Problem → Solution:**
```
before state (pain) on left or top, after state (resolution) on right or bottom,
visual contrast between states, product as the bridge
```

**Social Proof Visual:**
```
testimonial quote as typographic hero, customer context implied,
product brand marks as credibility signal, editorial treatment
```

**Feature Spotlight:**
```
product UI or workflow in premium context, outcome visible on screen,
ambient branding through color, benefit implied not stated
```

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## Prompt Additions for Ad Creative

Append to base style fragment:
```
advertising creative format, thumb-stopping composition, single dominant visual message,
low text area in image, visual hook in first glance, bottom clear for CTA overlay,
performance-optimized aesthetic — clear, direct, emotionally resonant
```

---

## Quality Gate

Before approving an ad creative:
- [ ] Would you stop scrolling for this in a feed?
- [ ] Is the message clear in under 1 second?
- [ ] Does it follow the product's aesthetic profile — not generic?
- [ ] Text < 20% of image area?
- [ ] Would it work at 300×250px (small display size)?
