Key takeaways
- Format: Feature callout using a dimmed menu to spotlight one option.
- Best for: Apps launching or promoting a single new or seasonal feature.
- Hook: The only non-faded row is the foliage map – your eye can't miss it.
- Reuse it: Show your real feature menu, fade everything except the item you're promoting.
Available sizes
What is a feature callout ad?
A feature callout ad is a static image that shows a single product with short text labels pointing to its key features or benefits, usually joined to the product by thin lines. It explains several selling points at a glance without a long caption, which is why it's common for supplements, skincare, electronics and kitchenware.
See all feature callouts ads →Why this feature callouts ad works
- 01
Spotlight effect
Fading the other layers creates instant visual hierarchy and makes the foliage map unmissable.
- 02
Shows depth of product
Visible wildfire, weather and snow layers prove there's more value beyond the featured tool.
- 03
Concrete benefit
An 'eight-week forecast' is specific and useful for planning, not just a vague promise.
- 04
Casual, social voice
'Popping off' and emojis feel native to social feeds and less like a corporate ad.
Full creative breakdown
Who this ad targets
Existing AllTrails users and engaged hikers in the US who plan autumn trips and care about timing peak colour. It also attracts photographers, road-trippers and weekend travellers who want to know when to go. As the conditions layers are typically premium, the ad likely nudges free users towards an AllTrails Plus upgrade, as well as reaching new outdoor-interest audiences in September and October.
Copywriting analysis
The headline repeats AllTrails' seasonal campaign line, 'Find the best trails for leaf peeping', creating consistency across the series. The subline does the real work: 'See where they're popping off right now' uses slang to make the feature feel fun, and 'get an eight-week forecast' adds a concrete planning benefit. The emojis 🍁👀 add personality and mimic organic social posts. The UI micro-copy – 'Fall color changes and forecast' – reinforces the message inside the product. The result is copy that feels like a friend's tip rather than an advert, which suits a seasonal, social-first feature.
Visual design
The phone is cropped at the top, pushing the featured row to the visual centre. Soft, low-opacity rows contrast with the crisp foliage card, which is the only saturated element on screen. The blurred, warm sunrise background gives seasonal atmosphere without competing with the UI. Text sits in the lower half, centred and white, with ample spacing between logo, headline and subline.
How to adapt this template for your brand
- Screenshot the menu or list where your feature lives.
- Reduce the opacity of all items except the one you're promoting.
- Crop the phone so the highlighted item sits near the centre of the frame.
- Use a blurred, on-theme background photo behind the device.
- Write a benefit headline and a casual subline with one concrete detail (e.g. 'eight-week forecast').
Tips for hiking ads on Meta
Designed for Meta Stories and Reels; keep the subline above the bottom 15% UI zone. Animate the other rows fading out to make the spotlight effect a hook in the first second. Target existing app users and website visitors for upgrade, with 'Learn More' or 'Subscribe'. Time the campaign to early September and refresh as foliage peaks move south.
About this creative
A vertical AllTrails feature ad that uses a 'spotlight' technique. The top half shows the bottom of a phone, cropped at the top edge, displaying a 'Conditions' menu. Four layer options – U.S. wildfires, Precipitation, Temperature and Snow depth – are washed out and semi-transparent, while the fifth, 'U.S. fall foliage map – Fall color changes and forecast', is fully opaque with a colourful orange-yellow thumbnail. Behind the phone, a blurred sunrise over misty autumn hills glows in peach and brown tones. Below, the green AllTrails logo, a large white headline 'Find the best trails for leaf peeping', and a casual subline – 'See where they're popping off right now and get an eight-week forecast' with leaf and eyes emojis – complete the message. The ad simultaneously advertises the specific foliage feature and shows that it's one of many conditions layers, hinting at broader value in the paid membership.
Meta ad · 338 × 600 · Hiking
Spotlight Menu Ad Example: AllTrails Fall Foliage Map
This vertical AllTrails ad is a textbook 'spotlight menu' creative: a list of app layers where only the U.S. fall foliage map is fully visible. Use it as a template whenever you need to make one feature stand out from a broader toolkit, from seasonal layers to new settings or add-ons.
Added
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Details
Ad copy
Primary text
Where are the leaves turning this week? Check the AllTrails U.S. fall foliage map – real-time color changes plus an eight-week forecast to plan your peak-season hike.
Description
Live fall foliage map with an eight-week forecast.
On-image text
Conditions | U.S. wildfires – Active & recent wildfire locations | Precipitation – Real-time intensity & forecast | Temperature – Fluctuations along the trail | Snow depth – Accumulated snowfall | U.S. fall foliage map – Fall color changes and forecast | AllTrails | Find the best trails for leaf peeping | See where they're popping off right now and get an eight-week forecast 🍁👀
Headline ideas for this template
- 1See this week's fall colors on the map
- 2Peak foliage forecast, eight weeks ahead
- 3The leaf peeper's secret weapon
- 4Time your hike to peak color
- 5Fall foliage map: now on AllTrails
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
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