The ad I chose to study is the following one from Ancestry.com that I found on Pinterest:
I feel like the main purpose of this ad is to get people interested in their family heritage and who their ancestors are and and where they are from.
It is easy to read and attractive. It stood out to me as I was scrolling through my feed. It also didn’t feel like an ad shoved down my throat. While the branding for Ancestry.com is clearly visible at the bottom of the ad, it’s small size and lower visual prominence keeps the focus on the message and not the company. The monochrome color palette does that as well.
I think my biggest problem with this ad is that it specifically targets just one nationality: German. I don’t have any German ancestry so I would be likely to look at this and then keep scrolling. If it was more inclusive, I think it would invite more people to click on it.
I feel like the goal for this ad was to keep it simple yet appealing. The chevron patterned background, the country outline and the multiple fonts could have been very busy. However, by keeping it all in one color, it ties everything together.
Since this ad is placed on Pinterest, the main metrics are likes, shares, pins and clickthroughs (where the user clicks on the ad and is taken to the company website).