A practical guide for marketers using Braze Ads on the Jumbo Lottery Platform
1. What Are Braze Ads?
Braze Ads are content cards shown within user feeds on the Oz Lotteries platform. They serve as a marketing tool to promote jackpots, campaigns, or user-specific offers across various touchpoints:
- Web & App: Cart, Receipt, My Account
- Web only: Charity Navigation Drawer, Home Page
- App only: Charity Screen
There are two ad types:
- Generic Cards: Lightweight, flexible ads for most placements.
- Placement Cards: Only for cart and receipt on WebUI. More structured, with button support and layout control.
2. Design Guidelines
Image Setup
- Aspect Ratio: 4:3 (best across devices)
- Desktop Image: Minimum 1170×780 px
- Mobile Image: Smaller, same ratio
- GIFs: Supported on WebUI (playback support varies on iOS/Android). Optimise for file size.
Text Setup
Generic Ads
- Short and punchy text—less is more!
- Suggested layout at 375×667 px:
- Title: ~51 characters across two lines
- Message: ~35 characters across two lines
- Avoid stretching by testing in Chrome Dev Tools using the iPhone SE setting.
Placement Ads
- Offers more flexibility for storytelling.
- Ad height expands as needed—but too much whitespace can look clunky.
3. Creative Types & Placement Examples
| Type | Available On | Button Support | Flexibility |
| generic_card | Web + App | ❌ | High |
| placement_card | Web (Cart/Receipt) | ✅ (e.g. “Claim now”) | Structured layout |
See examples on the PDF:
4. Positioning Options
| Platform | Supported Positions |
| Web | cart, receipt, my_account, navigation_drawer_charity, home_page |
| App | cart, receipt, my_account, charity_screen |
5. Key Value Pair (KVP) Setup
Set these KVPs in Braze to configure the ad:
| Key Name | Example Value | Description | Required? |
| product_logo_image | {{image_url}} | Product branding image (e.g. Daily Winners logo) | ✅ |
| mobile_image | {{image_url}} | 4:3 image for mobile | ✅ |
| desktop_image | {{image_url}} | 1170×780 image for desktop | ✅ |
| logo_description | Daily Winners | Alt text for product logo | ❌ |
| upsell_image_description | Win a ride in a car | Alt text for ad image | ❌ |
| hide_in_feed | true / false | Whether to hide this card in the native Braze feed | ❌ |
| experiment_message_variation_name | A/B Variant A | Use for A/B testing in Canvas | Cond.* |
| canvas_step_name | cart_content_card | Canvas step that triggers the ad | Cond.* |
| canvas_name | dw_nonmember_upsell_journey | Name of the Canvas journey | Cond.* |
| campaign_name | dw_nonmember_cart_content_card | Name of campaign (required if no canvas) | Cond.* |
| button_label | Claim your FREE entry! | Only for placement_card on WebUI | Cond.* |
| type | placement_card / generic_card | Defines card style | ✅ |
| position | cart, receipt, etc. | Where to display the ad | ✅ |
*You must provide at least one of canvas_name or campaign_name. If both are missing, the ad will not display.
6. Testing Before Launch
Use the Braze Sandbox and Chrome Dev Tools to simulate devices:
- Mobile test: Use 375×667 resolution (iPhone SE)
- Ensure: No text/image stretching, legibility, correct CTA display
7. Launch Checklist
Before publishing your ad:
- Image meets resolution and ratio requirements
- Text is legible and concise
- Correct type (generic_card or placement_card) set
- KVPs filled out correctly
- Canvas/campaign linkage verified
- Button label added (if needed)
- Tested in Sandbox at key breakpoints
- Stakeholder sign-off complete
8. Optional Enhancements
- A/B Test with experiment_message_variation_name
- Track delivery via canvas_step_name and campaign_name
- Use targeted segmentation (e.g., non-members, lapsed players)
- Coordinate seasonal creative: e.g. Easter, EOFY, Lunar New Year