RuStore Advertising Banner Guide: Editorial Recommendations for Effective Creatives

Advertising banners are the first thing users see when they open the RuStore showcase. They shape your app’s recognizability and directly impact the number of installs.

A common mistake developers make is using ready-made creatives from ad networks. On the store’s showcase, such banners look out of place, clash with the overall design, and deter users. The result is not only a poor impression of the app but also lower conversion rates: missed opportunities instead of new installs.

My name is Evgeny Mirkin, and I am an Editor at RuStore. In this guide, I’ll walk you through the types of banners available in the store and how to prepare creatives that blend seamlessly with the showcase and genuinely contribute to your app’s growth.

On the first launch of RuStore, users see a native pop-up block featuring a selection of up to 12 apps. This serves as their initial introduction to the store’s ecosystem. The window displays icons, selectors, and a single "Download" button that initiates the installation of chosen apps. This format allows users to quickly install essential services directly from the home screen.

A repeat pop-up is shown once every 30 days and is targeted only at users who do not yet have the advertised apps installed.

RuStore uses three types of large banners: in the "Interesting," "Apps," and "Games" sections.

The mechanics are the same for all formats—the banner links directly to the app’s product page, where users can install it immediately.

Small Formats

1. Small banner on the "Interesting," "Apps," and "Games" pages. Information and the icon are automatically pulled from the app’s product page.
2. Search banner: The app icon appears as the user types a query. This format automatically uses data from the app’s product page.
3. Recommendation carousel: After installing one app, users see a carousel of similar apps - the advertised product is always at the top of the list. Data is pulled from the app’s product page.
4. Banner in the "My" section: The first position in the personal account. Data is pulled from the app’s product page.

2. Account for RuStore’s Light and Dark Themes

A banner background that is too light or too dark will blend in with the store's interface. It’s better to choose neutral or contrasting tones.

3. Place an Appealing Object in the Center

A stylish character, vibrant graphics, and a memorable proposition immediately attract attention and encourage clicks. The main subject of the advertisement should be centered and visually stand out.

4. Minimize Text

Only include the core message on the banner—users will find all additional details in the app’s product page.

Optimal text volume is 20–30% of the banner area. Use text counting services to verify.

5. Avoid Small or Hard-to-Read Fonts

Advertisements should be easy to read—use simple fonts and a sufficiently large text size.

Exception: This rule does not apply to mandatory elements like the erid, advertiser legal information, and other service attributes.

6. Use Screenshots Purposefully

If an interface image doesn't convey meaning, it gets lost and diminishes the banner's effectiveness. Screenshots are only appropriate when they become part of the advertising narrative.

7. Do Not Duplicate the App Name

The app name is already visible in the RuStore background, so repeating it within the banner itself is unnecessary.

Example 2: Brief key message, contrasting background, central object.

Areas for Improvement

Example: Aesthetically pleasing, but attention is scattered—too many details, no clear focal point.

Needs Rework

Example 1: Lacks a visual focus and key message.

Example 2: The screenshot adds no value: the image looks unprofessional and visually unappealing. There is no central focus or unified style, making the presentation unimpressive.