Here are the basic specs for many of the platforms available to your campaign
While we list the majority of creative sizes, some may not be needed. Please refer back to our initial proposal to see which campaigns we have set forth.
Naming Conventions:
Creative Size | Name | Campaign | Type | Example |
---|---|---|---|---|
728×90 | ClientName | Campaign-Name | _Leaderboard | 728x90_CLIENT-NAME-CAMPAIGN-NAME_Leaderboard.jpg |
160×600 | ClientName | Campaign-Name | _Skyscraper | 160x600_CLIENT-NAME-CAMPAIGN-NAME_Skyscraper.jpg |
300×250 | ClientName | Campaign-Name | _BigBox | 300x250_CLIENT-NAME-CAMPAIGN-NAME_BigBox.jpg |
Please provide all files in a ZIP archive.
Newsfeed:
These need to abide by the 80/20 rule. You can use this test to see if they will pass: https://www.facebook.com/ads/tools/text_overlay
Design recommendations
Use these guidelines to design an ad that looks good everywhere it appears on Facebook. The recommended image size ensures your image always looks high quality. The recommended text length is how many characters of ad copy could be displayed on smaller screens.
Recommended image size: |
1,200 x 628 pixels |
Text: |
125 characters |
Headline: |
25 characters |
Link description: |
30 characters |
Your image should include minimal text. Test your image/text ratio at the link above.
Call to action
Add a call-to-action button to tell people what you want them to do when they see your ad.
Instagram:
These need to abide by the 80/20 rule. You can use this test to see if they will pass: https://www.facebook.com/ads/tools/text_overlay
Design recommendations
Image ratio: | 1:1 |
Image size: | 1080 x 1080 pixels |
Caption: | Text only, 125 characters recommended |
Technical requirements
Image ratio: | Landscape (1.91:1), Square (1:1), Vertical (4:5) |
Minimum resolution: | 600 x 315 pixels (1.91:1 landscape) / 600 x 600 pixels (1:1 square) / 600 x 750 pixels (4:5 vertical) |
Caption: | Text only, max 2,200 characters Limited support for landscape format |
Maximum resolution: | 1936 x 1936 pixels |
File type: | .jpg or .png |
Maximum size: | 30MB |
Your image may not include more than 20% text. Test your image/text ratio at the link above.
Call to action
A full width call-to-action will appear below your ad’s photo. A click on the call-to-action itself will immediately link offsite. A click on your ad’s image will highlight the call-to-action in blue, confirming a person’s intent to go offsite. If you do not choose a call-to-action, the “Learn More” call-to-action that links to your website will automatically appear below your ad.
Video:
Design recommendations
Use these guidelines to design an ad that looks good everywhere it appears on Facebook. The recommended video and thumbnail image guidelines ensures your ad always looks high quality. The recommended text length is how many characters of ad copy could be displayed on smaller screens.
Text: | 90 characters |
Aspect Ratios Supported: | 16:9 (full landscape) to 9:16 (full portrait) |
Mobile in feed: | Videos will be rendered as is up to 2:3, with masking to 2:3 for aspect ratios between 2:3 to 9:16 |
Desktop in feed and desktop player: | For desktop in feed, vertical video will continue to be letter-boxed to 1:1. For desktop player, vertical video will be 9:16 with no black bar letter-boxing |
Recommended aspect ratio for vertical video: | 9:16 (full portrait), ensuring core content falls in the 2:3 mask for mobile News Feed |
Video: | H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan. 15 seconds for Instream and Instagram stories. |
Format: | .mp4 container ideally with leading moov atom, no edit lists |
Audio: | Stereo AAC audio compression, 128kbps + preferred |
Technical requirements
Caption length text: | Text only, max 2,200 characters |
Recommended aspect ratio: | 1.77:1 / 16:9 / HDTV, 2:39:1 or 2:40:1 / Widescreen / 9:16, 1:1 / 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.85:1 / Film, no pillar boxing or letter boxing |
Length: | 120 minutes max |
Minimum resolution: | Minimum width 500 pixels, length dependent on video aspect ratio |
File Size: | Up to 4GB max |
Frames: | 30fps max |
Format: | Full list of supported file formats here |
Bitrate: | No limit to bitrate file if you’re using two pass encoding, as long as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p. |
Your image should include minimal text. Test your image/text ratio at the link above.
Slideshow design guidelines
Design Recommendations
The carousel format allows you to showcase up to 10 images or videos within a single ad, each with its own link. With more creative space within an ad, you can highlight different products, showcase specific details about one product, service or promotion, or tell a story about your brand that develops across each carousel card.
Minimum number of cards: | 2 |
Maximum number of cards: | 10 |
Image file type: | jpg or png |
Video file type: | Supported file formats |
Video maximum file size: | 4GB |
Video length: | up to 240 minutes |
Image maximum file size: | 30MB |
Recommended resolution: | at least 1080 x 1080px |
Recommended ratio: | 1:1 |
Text: | 125 characters |
Headline: | 40 characters |
Link Description: | 20 characters |
Images that consist of more than 20% text may experience reduced delivery. Learn more about text in images.
Technical Requirements
Aspect Ratio Tolerance: | 3% |
Plain text tweet
Tweet copy: | 280 characters (note: each link used reduces character count by 24 characters, leaving 256 characters for Tweet copy.) |
Webcard
Tweet copy: | 116 characters are available (24 characters are used for images). |
Website title length: | 70 characters. Please note — depending on device and app settings this description may truncate. Although not guaranteed, limiting the description to 50 characters should ensure that truncation won’t occur across most devices. |
Image size: | 800 x 418 pixels (max 3mb) |
Aspect ratio: | 1.91:1 |
File types: | PNG and JPEG are recommended. We do not accept BMP or TIFF files. |
Single image tweet
Note: When using the same image across desktop and mobile, we recommend sticking to the mobile specs — which will work across both. Selecting desktop specifications may result in cropping on mobile.
Mobile | |
---|---|
Tweet copy: | 280 characters are available when composing Tweets using www.twitter.com and our native applications. In ads.twitter.com, 280 characters are available in the creatives dropdown and via the blue compose button in the upper right hand corner of your ads dashboard. |
Image width/height: | Minimum 600 X 335 pixels, although larger images (for example 1200 X 675) will be better optimized for when users click to expand images. |
Aspect ratio: | 16:9. |
Image file size: | Max 15mb on twitter.com and 3mb on ads.twitter.com. |
File types: | PNG, JPEG, or GIF are recommended. We do not accept BMP or TIFF files. |
Desktop | |
Tweet copy: | 280 characters are available when composing Tweets using www.twitter.com and our native applications. In ads.twitter.com, 280 characters are available in the creatives dropdown and via the blue compose button in the upper right hand corner of your ads dashboard. |
Image width/height: | We recommend a minimum width of 600 pixels, although larger images (for example 1200 pixel images) will be better optimized for when users click to expand images. Any height is acceptable, although if the height exceeds the width, we will crop to 1:1 (see aspect ratio details). |
Aspect ratio: | Any aspect between 2:1 and 1:1 is acceptable. For example, 1200 X 600 (2:1), 1200 X 800 (3:2) or 1200 X 1200 (1:1). After 1:1 aspect ratio (for example, 1200 X 1400) we’ll crop to a 1:1 aspect ratio. |
Image file size: | Max 15mb on twitter.com & 3mb on ads.twitter.com. |
File types: | PNG, JPEG, or GIF are recommended. We do not accept BMP or TIFF files. |
Promoted video
Tweet copy: | Media Studio and Ads Manager allow the full 280 characters when tweeting. |
Title (under video): | 70 characters. |
Description (under video): | 200 characters. |
File type: | MP4 or MOV. |
File size: | 1GB Max |
Max time: | 2 minutes and 20 seconds (Select advertisers are eligible to request an increase up to 10 minutes. Please contact your Twitter Account Manager for more information.) |
Video codec recommendation: | H264, Baseline, Main, or High profile with a 4:2:0 color space. |
Frame rate recommendation: | 29.97FPS or 30FPS. Higher is acceptable. If the available video has a lower frame rate don’t try to “upsample” it. |
Video bitrate recommendation: | 6,000 – 10,000k (recommended 6,000k) for 1080p. 5,000k – 8,000k (recommended 5,000k) for 720p). |
Audio codec recommendation: | AAC LC (low complexity). |
Recommended aspect ratio: | 16:9 or 1:1 |
Thumbnail
Supported file types: | PNG or JPEG. |
Recommended aspect ratio: | 16:9 or 1:1 |
Minimum size: | 640 pixels by 360 pixels. |
Max size: | 5mb |
Lead card
Tweet copy: | Tweet copy: 256 characters are available (24 characters are used for the Conversational Card) |
Hashtag: | 21 characters. |
Pre-populated user Tweet: | 116 characters. |
Headline: | 23 characters. |
Thank you text: | 23 characters. |
Thank you URL (optional): | 23 characters. |
Video (if used): | Same specifications mentioned in the “Promoted video” section. |
Image Specs (if used): | File size: 3 MB, Aspect ratio: 5:2, Image width / height: 800 X 320PX, File formats: JPEG, PNG, non-animated GIFs. |
Plain text tweet
Tweet copy: | 280 characters (note: each link used reduces character count by 24 characters, leaving 256 characters for Tweet copy.) |
Webcard
Tweet copy: | 116 characters are available (24 characters are used for images). |
Website title length: | 70 characters. Please note — depending on device and app settings this description may truncate. Although not guaranteed, limiting the description to 50 characters should ensure that truncation won’t occur across most devices. |
Image size: | 800 x 418 pixels (max 3mb) |
Aspect ratio: | 1.91:1 |
File types: | PNG and JPEG are recommended. We do not accept BMP or TIFF files. |
Single image tweet
Note: When using the same image across desktop and mobile, we recommend sticking to the mobile specs — which will work across both. Selecting desktop specifications may result in cropping on mobile.
Mobile | |
---|---|
Tweet copy: | 280 characters are available when composing Tweets using www.twitter.com and our native applications. In ads.twitter.com, 280 characters are available in the creatives dropdown and via the blue compose button in the upper right hand corner of your ads dashboard. |
Image width/height: | Minimum 600 X 335 pixels, although larger images (for example 1200 X 675) will be better optimized for when users click to expand images. |
Aspect ratio: | 16:9. |
Image file size: | Max 15mb on twitter.com and 3mb on ads.twitter.com. |
File types: | PNG, JPEG, or GIF are recommended. We do not accept BMP or TIFF files. |
Desktop | |
Tweet copy: | 280 characters are available when composing Tweets using www.twitter.com and our native applications. In ads.twitter.com, 280 characters are available in the creatives dropdown and via the blue compose button in the upper right hand corner of your ads dashboard. |
Image width/height: | We recommend a minimum width of 600 pixels, although larger images (for example 1200 pixel images) will be better optimized for when users click to expand images. Any height is acceptable, although if the height exceeds the width, we will crop to 1:1 (see aspect ratio details). |
Aspect ratio: | Any aspect between 2:1 and 1:1 is acceptable. For example, 1200 X 600 (2:1), 1200 X 800 (3:2) or 1200 X 1200 (1:1). After 1:1 aspect ratio (for example, 1200 X 1400) we’ll crop to a 1:1 aspect ratio. |
Image file size: | Max 15mb on twitter.com & 3mb on ads.twitter.com. |
File types: | PNG, JPEG, or GIF are recommended. We do not accept BMP or TIFF files. |
Promoted video
Tweet copy: | Media Studio and Ads Manager allow the full 280 characters when tweeting. |
Title (under video): | 70 characters. |
Description (under video): | 200 characters. |
File type: | MP4 or MOV. |
File size: | 1GB Max |
Max time: | 2 minutes and 20 seconds (Select advertisers are eligible to request an increase up to 10 minutes. Please contact your Twitter Account Manager for more information.) |
Video codec recommendation: | H264, Baseline, Main, or High profile with a 4:2:0 color space. |
Frame rate recommendation: | 29.97FPS or 30FPS. Higher is acceptable. If the available video has a lower frame rate don’t try to “upsample” it. |
Video bitrate recommendation: | 6,000 – 10,000k (recommended 6,000k) for 1080p. 5,000k – 8,000k (recommended 5,000k) for 720p). |
Audio codec recommendation: | AAC LC (low complexity). |
Recommended aspect ratio: | 16:9 or 1:1 |
Thumbnail
Supported file types: | PNG or JPEG. |
Recommended aspect ratio: | 16:9 or 1:1 |
Minimum size: | 640 pixels by 360 pixels. |
Max size: | 5mb |
Lead card
Tweet copy: | Tweet copy: 256 characters are available (24 characters are used for the Conversational Card) |
Hashtag: | 21 characters. |
Pre-populated user Tweet: | 116 characters. |
Headline: | 23 characters. |
Thank you text: | 23 characters. |
Thank you URL (optional): | 23 characters. |
Video (if used): | Same specifications mentioned in the “Promoted video” section. |
Image Specs (if used): | File size: 3 MB, Aspect ratio: 5:2, Image width / height: 800 X 320PX, File formats: JPEG, PNG, non-animated GIFs. |
Important: SSL capability is now required. LinkedIn requires that ads, creative assets, landing pages and tracking elements are requested using a secure connection (https). LinkedIn pages will be loaded over a secure connection. Secure connections (https) are achieved using SSL (Secure Sockets Layer), which is the standard security technology. To avoid warning messages in the user’s browser, we require that ads, creative assets, and tracking elements are requested using a secure connection. Additionally, all subsequent requests to media assets or tracking URLs must also use a secure connection (https://). The only part of an ad permitted to be non-SSL compliant is the click URL (target landing page).
Regions | Global |
Dimensions | 300×250 |
IAB name | Big box |
File types | HTML5 – must be third party served GIF, JPG, PNG |
Size limit | HTML5: 200kb Other: 40kb |
Border | 1px (border required only with white and transparent backgrounds) |
Rich Media Options | Yes |
Animation Limit | 15 sec for video quality autoplay, 30 seconds otherwise (30 seconds is the total maximum length of all animation, including all loop) |
Video/Audio | On user click |
3rd Party Tracking | Yes |
Sound/audio |
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Rich media |
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All creatives should have the following elements:
Headline | Maximum of 55 characters, minimum of 15 characters, including spaces |
Body | Maximum of 120 characters, minimum of 25 characters, including spaces |
Image | The image for native ads should not contain any text overlay. We accept 1000×750, 1200×1200, 1200×627, 1200×800, 310×310, 600×500, 600×600 and 712×400 pixel images in the following formats: JPG, PNG, GIF. Optimal file size is 750kb. The creative must be high resolution (300 pixels per inch and above) |
Destination URL | |
Brand logo | On a white background |
Video ad specs requirements
All creatives should have the following elements:
Video file | 16:9 aspect ratio Max. duration of 5 minutes (for native outstream) Max. file size of 150 mb Preferred formats MP4 and WebM VAST 2.0 and VAST 3.0 accepted |
Destination URL |
Big box | Rectangle | Wide skyscraper | Leaderboard | |
---|---|---|---|---|
Initial dimensions: (WxH in pixels) | 300×250 | 180×150 | 160×600 | 728×90 |
Maxiumum expanded dimensions: (WxH in pixels) | Expansion not allowed for this unit | Expansion not allowed for this unit | Expansion not allowed for this unit | Expansion not allowed for this unit |
Max initial file load size: | 200 KB | 80 KB | 200 KB | 200 KB |
Host-initiated subload: | Not allowed for this unit | Not allowed for this unit | Not allowed for this unit | Not allowed for this unit |
Animation/video guidelines: | 15 sec max animation length Video not allowed for this unit | 15 sec max animation length Video not allowed for this unit | 15 sec max animation length Video not allowed for this unit | 15 sec max animation length Video not allowed for this unit |
Z-index range: | 0 – 4,999 | 0 – 4,999 | 0 – 4,999 | 0 – 4,999 |
Other display specs:
Half page ad unit | 300 x 600 |
Mobile leaderboard | 320 x 50 |
Full banner | 468 x 60 |
Skyscraper | 120 x 600 |
Large rectangle | 336 x 280 |
Small square | 200 x 200 |
Rectangle | 180 x 150 |
Square | 250 x 250 |
Square button | 125 x 125 |
Half banner | 234 x 60 |
Top banner | 930 x 180 |
Panorama | 980 x 120 |
Super leaderboard | 970 x 90 |
Vertical rectangle | 240 x 400 |
HTML5 Setup
Packaging the assets
The following packaging options are available for HTML5 creatives:
- A single HTML file
- A single root/main HTML file with supporting images
- A single root/main HTML file with supporting images and additional supporting JS and CSS files.
When packaging HTML5 creatives, zip the assets, not the folder containing the assets.
Single HTML file
All information for serving the creative (with the exception of commonly used JavaScript and CSS libraries) should be included in the HTML file. The maximum HTML file size is 200 kilobytes.
Zip compressed file
- All files for displaying the creative (with the exception of commonly used JavaScript and CSS libraries) should be included in the Zip file.
- The primary HTML file should be located in the root of the zip file.
- Zip files must contain no more than 100 files, including at least one HTML file for use as the initiating file for display. (We suggest keeping the file count low to minimize browser performance impact.)
- The maximum size of any automatically started video should be less than 1.1 megabytes
- The maximum size of any individual file is 2.2 megabytes.
- The maximum size of the primary HTML file should be 100 kilobytes.
- The Zip file should be smaller than 10 megabytes compressed and the contents should be smaller than 12 megabytes uncompressed.
- Only file types of HTML, JS, CSS, JPG, JPEG, GIF, PNG, and SVG may be included in the Zip file.
ClickTAG Parameters (Important)
You can use single quotes (‘) or double quotes (“) in your code, but you cannot mix them. Use either all single quote or all double quotes. To correctly call the clickthrough page through the backup ad image, you must supply a clickthrough parameter for that purpose. If you wish to also use that clickthrough URL in your HTML5 creative, you can configure the creative to use the Backup Clickthrough URL as the Default Clickthrough URL.
Retrieving the Click-Tag Parameter
The Click Tag URL can be retrieved using the following code: function getParameterByName(name) {
**Insert the click tag immediately before the
name = name.replace(/[\[]/, "\\[").replace(/[\]]/, "\\]");
var regex = new RegExp("[\\?&]" + name + "=([^&#]*)"),
results = regex.exec(location.search);
return results === null ? "" :
decodeURIComponent(results[1].replace(/\+/g, " "));
}
var clickTag = getParameterByName(<Your Parameter Name>);</head>
tag
Assets overview
Required/Optional | TrueView Auction | |
---|---|---|
Where ads appear | N/A | YouTube videos Video partner sites and apps on the Display Network |
YouTube video URL | Required | The video must be uploaded to YouTube (if YouTube is specified as a preferred ad host) |
Companion | Optional, YouTube or GDN |
|
Display URL | Required | Required by AdWords UI. The domain will show on the live video. |
Final URL | Required | The destination can be your website or YouTube video or channel. |
YouTube video settings
Video requirements: |
|
Minimum video length: | 12 seconds recommended (in order for public viewcounts to be incremented) |
Maximum video length: | Less than 3 minutes recommended |
First-Party Hosted Video Specifications
The Trade Desk supports first-party video creatives that meet these specifications:
File Types | MP4, FLV, WEBM, MOV, MPG, MPEG | |||||||||
File Size (Recommended Max) | 200 MB | |||||||||
Length | Greater than or equal to 5 seconds Less than or equal to 300 seconds (i.e., 5 minutes)*Bid requests usually fall into standard buckets (5 seconds, 15 seconds, 30 seconds, 60 seconds, etc.) of max duration (min duration may also be received), and it’s possible for any video length to be sent to fulfill the request, as long as it falls below that max duration (and above the min duration, if provided). In other words, a 25-second ad could be sent to fulfill a request with a max duration of 30 seconds, or a 6-second ad could be sent for 15 seconds. The player will adapt to a shorter video length than the max duration, so there will be no dead space between the end of the ad and the beginning of the publisher’s video content.*These same restrictions apply to third-party creatives. | |||||||||
Ad Formats |
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Bitrate (Recommended) | >= 2500 kbps Lower quality than 2500 kbps supported, but not advised due to limited demand. | |||||||||
Companion Banners |
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