Banner Ads media format

The Banner Ads media format allows you to promote static creatives and video ads in one campaign. The maximum number of placements available for the format: social networks, VK projects and partner advertising network.

1. To create a new campaign, in the Campaigns section click "Create".

2. Switch to the Awareness and coverage tab and select the "Banner Ads" format → “All Formats” or “Teasers”.

3. Choose what you want to promote.

• Promotional object: for all formats - website, mobile app or VKontakte community, for teasers - website or community.
• Advertised object: enter the website address, choose a mobile app or community from the list.

4. Target action. You can select only one target action - ad impressions. 

5. Campaign budget optimization will allocate the budget between your ads so that you get more targeted actions. An algorithm determines which ads perform better and allocates a larger share of the daily campaign budget to them. Learn more about budget optimization

6. Choose a campaign bid strategy. Several options are available:

• Maximum impressions (recommended) - the display price varies between -50% and +100% of the selected bid if the algorithms consider the auction to be effective. Will help you get maximum reach within your budget.
• Fixed bid - the bid in auctions is the same and does not depend on competitors' bids. Will help to accurately predict the cost of engagement.
• Limit price - you specify the maximum price of the target action and participate in the auction with the lowest possible bid. This strategy optimises the cost of displays, but narrows the audience. That's why you should specify the maximum price with a reserve.

7. Specify the price per 1000 impressions.

8. Budget. This setting limits the amount you can spend per day or for the entire campaign. Learn more

9. Distribution. Set budget distribution at the step of creating a campaign or ad group to control the speed of ad impressions.

• Fast distribution - maximum number of impressions. Use if you want to reach all available users in a minimum amount of time.
• Even distribution - the optimal intensity that takes into account the amount of available audience, run period and campaign budget.

Even distribution of the total budget works when the campaign period is set.

Even distribution of daily budget works when the daily campaign budget is set.

10. Dates. The period of campaign running. This setting applies to all ads in the campaign. It is mandatory to specify only when selecting the “all time” budget.

If you want to set different dates for different groups, do not use this setting, but set the dates in step 2. Set up an ad group.

One group can include one or several adverts united by common settings - period of operation and schedule, targeting, setting the frequency of display.

Specify сampaign dates, budget and budget distribution. There will be no selection of budget and distribution if you have already specified them at the step of creating an ad campaign.

Set the necessary targeting: display regions, user gender and age, interests and behaviour, user audiences, devices (for app ads).  If necessary, set up UTM tags. 

In the Placements block, you can select the sites where your adverts will be broadcast.

We recommend using Automatic selection of placements - this way your ads will be broadcast on all available sites and placements. When you specify placements manually, it can narrow your audience and affect your reach. 

To use a third-party event counter for advertising campaigns, configure the audit pixel - you can do it in the Advanced settings block.

The audit pixel will work for the whole group and count the total statistics. If you want to track events for each banner, create a separate group for each ad and configure the audit pixel.

After setting up the groups, proceed to creating the adverts.

1. Upload a logo for your adverts. The image size is at least 265x256px.
2. Fill in the title of the advert:
   • for websites and communities - up to 25 characters,
   • for apps - up to 40 characters.
3. Fill in the text fields:
   • Short description - the text of the advert, up to 90 characters.
   • Long description - the text of the advert that will be displayed in social networks, up to 220 characters. Optional field.
   • Text next to the button - for sites and communities up to 25 characters, for apps up to 40 characters.
4. Add a link to the advertised site / community / app.
5. Select the inscription on the button.
6. If necessary, fill in the advertiser's data - legal information about the company.

• Aspect ratio: 1:1, 4:5, 16:9.
• Resolution: for 1:1 - 600x600px, for 4:5 - 1080x1350, for 16:9 - 1080x607px. If the resolution is higher than the recommended ones, you can crop the image in the interface to the required one.
• File weight: up to 5 Mb.
• Format: jpg, png.

Images must comply with the rules: be of good quality, without using aggressive colours. Do not use images with margins. If there is text in the image, check that it takes up no more than 20% of the space. Familiarise yourself with the Advertising Rules.

• Aspect ratio: 1:1, 4:5, 16:9, 9:16.
• Minimum width: 600 px.
• Video duration: not more than 180 sec.
• File weight up to 90 Mb.
• Video format: mp4, mpeg, avi, mov. List of codecs
• Video resolution - from 640x360 (recommended: 1280x720, 1920x1080). We advise you to upload a video with the resolution specified for this ad format in the interface - this way you will be able to run the advert at once without editing the video file and shifting it. There is no option to edit the video file and its offset in the interface.

The video must not mislead the user. A video with buttons or other elements that duplicate services will not pass moderation. In addition, it cannot contain visible artefacts, distortion of proportions and other errors. Low quality and highly compressed videos will not be accepted. Please read the Advertising Rules.

Campaign results are displayed on the dashboard. To enable media advertising results metrics:

1. Open the dashboard and find your campaign in the list. Hover over the campaign row and click on the Statistics icon.
2. Scroll down to the table with the campaign results.
3. Click Settings → Customise Columns.
4. Go to the group level (click on the group name in the menu on the left).
5. In the list in the Media Metrics block, tick the desired metrics. The metrics available for tracking are:
   • Frequency at the end of the period
   • Coverage growth
   • Coverage at the end of the period
6. Click Apply.