Creatives come and go, but one thing remains—they are on the frontline of your ad campaign. That’s why they ought to be both informative and aesthetically pleasing.
Yet, the definition of “pleasing” may vary, depending on the period. That’s why we want to elaborate on what’s trending in 2025, so you can determine the best approaches and creatives.
With RollerAds, you’ll learn how to create captivating creatives that grab attention and drive conversions. The best thing is that we will break down some creatives on a per vertical basis, so you know how to approach various niches.
Main Trends in Creatives in 2025
First, let’s review some general trends applicable to most verticals, providing a solid foundation for future success.
Transparency
People trust what they understand. Making creatives transparent (figuratively speaking, a transparent background is not a requirement) and easy to understand is a good approach. Try making creatives people-centric. Images should be friendly and smooth. Avoid anything that might shock your audience, as it may not pass moderation and could repel viewers.
Reasonable Consumption
The world is increasingly leaning towards reducing consumption. Try mentioning awareness and improving the quality of life, describing products and services. People tend to buy and use products when they believe they are helping the environment or others.
Minimalism
Minimalism is a primary trend in all spheres of life. Don’t be afraid of leaving empty space, as “silence is talking” too. Both visual and text should have a simple design and fewer elements. Creatives work better when you have 1-2 highlighted elements within a minimalist picture. You can generate visuals with the help of AI, but try not to directly copy someone’s art style, as many users tend to dislike an excessive usage of AI.
The title should be concise and engaging, approximately 30–60 symbols in length and limited to two lines of text. That way, it is fast to read and easy to understand the ad’s idea. Then comes the description, which should also be concise: 60 symbols is an optimal amount.
Keep it simple and classy. Back in the day, titles were SHOUTING at you with Caps Lock. However, excessive capitalization generally turns people off, so use it prudently and only if truly needed.
Icons should match the style of the rest of your creatives, so make them “light”. At first glance, the user should understand what it is; they don’t have time to thoroughly examine your images, considering that there are many alternatives.
Add in Emotions
You can make your creatives less formal and serious by adding emojis. Emoticons can convey emotions that you expect your audience to feel when reading your offer. Adding emojis can further boost engagement rates (of push notifications) by up to 20%. Nonetheless, don’t go overboard and look for the balance between professionalism and personalization.
Quality First
There is an ongoing joke in affiliate marketing: Looks like trash? Rakes in the cash! However, today’s practice suggests that this is no longer the case.
People, especially in Tier 1 GEOs, have become more experienced online and have obtained a sense of style. Paint-made banners might be suitable in certain scenarios, but if you want to be taken seriously, you need aesthetically pleasing creatives.
Creatives Library & Autocreatives
When it comes to aesthetics, you need the best tools available. This is where our Creatives Library and Autocreatives come into play. Unless you’re an artist on your own, these tools can serve as a source of inspiration or your personal assistant.
Creatives Library is a free spy tool available to all advertisers registered on our platform. Filter them by GEO and sort by impressions, Conversion Rate (CR), or Click-Through Rate (CTR) to easily find your best pick. Our algorithms collect only the most converting and relevant creatives, yet they don’t process any creatives from our advertisers. This way, your creatives are protected from being publicly revealed, at least on our platform.
Auto-generated creatives are a selection of creatives that are optimized according to CTR for each target zone. By using it, you gain access not just to one creative, but to a thousand, all of which are regularly updated to drive even more traffic. One thing to note, though, is that this tool is reserved for Software and Utilities, so if you work in this vertical, you should try out the feature.
Trends in Creatives Across Verticals
Various verticals favor different approaches, angles, and design nuances. Remember that the same creative can work differently, depending on the set targets, GEO, launch time, and other campaign settings. Let’s break down some of the most popular verticals we work with.
Utilities
- Emphasize or visualize the importance of use in a simple and understandable interface.
- Demonstrate how the utility solves the pain of the user, how it helps to simplify life, and improve the result.
Antiviruses
- Convey the message that antivirus software is the ultimate protector of personal data, while also being user-friendly.
- It was once popular to make creatives with buttons, but now it’s better to focus on the device interface, highlighting simplicity, robustness, and convenience.
Sweepstakes
- Visualize the potential winnings for a user: draw a gift card, offer a discount, or depict a product.
- Avoid aggressive and misleading statements; for example, highlight the potential of winning instead of guaranteeing a win—keep things honest.
- Provide a roadmap and capitalize on transparency. Inform users exactly what they need to do to win their prize, such as opening a gift box or spinning the wheel.
Dive in to learn more about this vertical.
Ecommerce
- eCommerce creatives should highlight the simplicity of finding the goods and their usefulness.
- You should strive to sell goods reasonably without becoming a nuisance. Keep in mind that people are becoming increasingly interested in smart buying and conscientious consumption.
- Additionally, people enjoy feeling special, so personalize the offer and provide promo codes if possible. However, be sure to frame it in a way that makes it feel exclusive, such as “just for you!”
Finance
- Safety first. Emphasize how the product can enhance one’s well-being and mitigate financial risks.
- Capitalize on smart systems that help save money with minimal personal involvement. People should feel both safe and at ease, without being constantly on alert over their treasuries.
- Another aspect to consider is the ease of use of the product. People might feel like finance is something from rocket science. You have to tell them the opposite and persuade them.
Wrapping Up
In 2025, people tend to appreciate simplicity, authenticity, transparency, minimalism, and subtle hooks to keep them engaged. Focus on a single core message and high-quality visuals to establish trust and credibility.
People like to see what they’re getting into, so highlight what they can expect in your creatives. Moreover, users are not fools, so try to be honest and genuine about the offer you promote. They have learned how to distinguish between a good product and desperate pitching.
Use our Creatives Library, Auto-generated creatives, and other tools to make the most out of your campaigns. Most of the modern tools are AI-based, but that doesn’t mean they will replace you any time soon. You can learn more about the tools available in our blog if you want to automate your business.
