There's a reason display ads that incorporate photo galleries have become increasingly popular. People like to interact visually with Web content, and they'd like to do so without having to leave the page they had deliberately chosen to visit. A properly-designed ad with embedded photos and an intuitive way to interact with them can be an inviting, safe attraction for viewers, and given the value of ad engagement to a brand, a considerably compelling format for advertisers.

Let's look at a few examples that surface photos and allow interaction and additional functionality in different ways. The ads below are mocks and are displayed here only for demonstration purposes. All mocks created using Flite Ad Studio 3.

Ads with Photo Slideshows

These ads incorporate image rotators, typically with previous/next arrows or radio buttons to give the viewer control over the process of reviewing the images.

Highlights:

  • uses a radio button interface for image rotation
  • up/down arrows allow user to toggle between window views
  • uses weather information to surface appropriate prompts for user tweets

Highlights:

  • short preroll video sets dramatic tone
  • clicking camera icon opens up "photo love" slideshow
  • short form allows user to sign up for test drive & enter sweepstakes

Highlights:

  • adopts radio button rotator for both images and videos
  • Pinterest selector allows user to view slideshow using thumbnails (gallery-type format)

Highlights:

  • location-based weather info with accompanying headline logic
  • preroll video draws users' eyes
  • weather-based collection suggestions zoom in on hover

Highlights:

  • "Happenings" navigation tab opens up panel with slideshow on top
  • "Mobile" tab surfaces slideshow promoting app screenshots and features

Ads with Photo Carousels

These ads use carousels, or floating thumbnails that can be swiped through and which load full-size images on click.

Highlights:

  • short preroll video introduces the carousel
  • swiping exposes variants; click opens up video and annotated image slideshow

Highlights:

  • three magazine covers in a carousel
  • clicking on thumbnails brings up short digest and link to full article
  • poll and twitter tabs offer additional modes for user engagement

Ads with Photo Galleries

Instead of rotators or carousels, these ads employ thumbnail grids to surface the various image options to users.

Highlights:

  • thumbnails and other components laid out in grid that mimics client's operating system UI
  • hover on each panel exposes explanatory titles

Highlights:

  • clustered thumbnails include magnifying glass icon; safe nudge to view purse/shoe styles
  • countdown clock to live, streamed video event that launches in lightbox