Advertising material has little time to explain its meaning. Therefore, not only brightness is important, but also the consistent structure of the message.
One main idea
First, determine what you want the viewer to understand. The title, image, and action should all support the same idea. When there are several equivalent promises in the layout, attention is scattered.
Placement context
The street medium, the phone screen and the presentation are perceived differently. Size, spacing, duration of contact and technical requirements affect the composition and quantity of text.
Brand awareness
The creative may be new, but it benefits from maintaining a connection to the identity: color, typography, rhythm or graphic technique. This is how individual materials are combined into a common communication.
Review before release
Evaluate the layout in real size and on real media. Check for readability, order, and whether the next step is clear. Adapting the format is part of the design, not a mechanical change in size.