Comparison Table
A grid of checkmarks that makes the choice look obvious.
Lays your product against alternatives in a simple feature grid where you, conveniently, have all the green checks. It works because it does the buyer's evaluation for them and frames the decision on the criteria you win on. Honest framing matters - an obviously rigged table reads as one.
Why it works
A checkmark grid does the buyer's evaluation for them and frames the decision on the criteria you win on. It works because it looks like objective help.
Format Examples
How this format plays out across different products and segments.
Feature grid: all green for you, mostly red for others.
Price-and-value table ending on the obvious pick.
A "what to look for" checklist only your product satisfies.
How to build it
Pick the criteria
Choose the rows where you come out ahead.
Fill the grid
Green checks for you, gaps for the rest.
Land the verdict
The obvious pick, plus a CTA.
Example executions
Feature grid: all green for you, mostly red for the others.
Price-and-value table ending on the obvious pick.
'What to look for' checklist that only your product satisfies.
Carries these angles well
Reach for it when
Competitive categories, product-aware comparison shoppers, and feature-rich products.
Skip it when
Cold audiences with no frame of reference, and matchups where the fair comparison doesn't favor you.
Common mistake
An obviously rigged table - if it is transparently unfair, it reads as one and the trust evaporates.
Combine it into an ad
A format is the container. In the Hi5 Framework it wraps an angle and opens with a hook to become a finished concept.
More static / structural formats
Ugly Ad (lo-fi native)
very lowA deliberately unpolished static that looks like a post, not an ad.
Single Image
lowOne frame to land the whole idea. Hardest format to do well.
Carousel (2-10 cards)
low-midSwipeable cards that build an argument one tap at a time.
Collection
midA hero asset over a grid of shoppable products.