The Ultimate Guide to Creative Ad Specs 2023

Your ads, images, and videos have the ability to influence your audience's decision. To ensure that your message resonates with your intended audience on specific channels, it is crucial to get the sizing right. Unfortunately, incorrect sizing can lead to automatic cropping or rejection of ads by platforms. This can be a hassle for advertisers, who may need to redo their entire creative campaign. That's why it's important to determine the correct size required by each platform beforehand to avoid any potential issues.

The ad specs for display ads on Facebook, Google, LinkedIn, Instagram, TikTok, and Twitter can vary based on the specific ad format, placement, and platform you are using. Here is a general overview of the advertising specs for some standard display ad formats on these platforms:

1. Meta Ads (Facebook & Instagram):

Based on the placement, Facebook and Instagram Ads are divided into two major sizes: feed and story size. Other placements, such as instant articles and marketplaces, will require similar sizes to those for feeds or stories. Check your meta ads manager if you'd like to preview how your ads would look like across the various placements.

Ad Copy Specifications

This is applicable for all ad formats:

• Primary text: 125 characters (up to 3 variations)
• Headline: 40 characters (up to 3 variations)
• Description: 30 characters (up to 3 variations)

Creative Specifications

a. Images for Feed [Square]

Design recommendations

• File type: JPG or PNG 
• Ratio: 1:1 
• Resolution: At least 1080 x 1080 pixels 

Technical requirements

• Maximum file size: 30 MB
• Minimum width: 600 pixels
• Minimum height: 600 pixels
• Aspect ratio tolerance: 3%

b. Images for Stories [Vertical]

Design recommendations

• File type: JPG or PNG 
• Ratio: 9:16 
• Resolution: At least 1080 x 1080 pixels 
• Maximum file size: 30 MB
• Minimum width: 500 pixels
• Aspect ratio tolerance: 1%

c. Videos on Feed [Square]

Design recommendations

• File type: MP4, MOV or GIF 
• Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only) 
• Resolution: At least 1080 x 1080 pixels
• Recommended duration: less than 30 seconds

d. Videos for Stories [Vertical]

Design recommendations

• File type: MP4, MOV or GIF 
• Ratio: 9:16 
• Resolution: At least 1080 x 1080 pixels 
• Consider leaving roughly 14% (250 pixels) of the top and bottom of t
• he video free from text and logos to avoid covering these key elements with the call to action.

Technical requirements

• Video duration: 1 second to 2 minutes(recommended duration <30s)
• Maximum file size: 4 GB
• Minimum width: 500 pixels
• Aspect ratio tolerance: 1%

e. Carousel Ads

Design recommendations

• Image file type: JPG or PNG 
• Video file type: MP4, MOV or GIF 
• Ratio: 1:1 
• Resolution: At least 1080 x 1080 pixels
• Maximum number of cards: 10

Technical requirements

• Number of carousel cards: 2 to 10
• Image maximum file size: 30 MB
• Video maximum file size: 4 GB
• Video duration: 1 second to 240 minutes(15 seconds recommended)
• Aspect ratio tolerance: 3%

2. Google:

a. Search Engine Marketing [Text-only]

Responsive Search Ads

• 10 x Headlines, 30 character limit each
• 3 x Descriptions, 90 character limit each
• 2 x Path, 15 character limit each

Image Extensions

• Square: 1:1, recommended pixels 1200 x1200
• Landscape: 1.9:1, recommended pixels 1200 x 628
• File formats: PNG, JPG static GIF
• Maximum file size: 5120 KB

b. Responsive Display Ads

Image

• 1.91:1, minimum 600 x 314
• 1:1, minimum 300 x 300
• File Formats: PNG, JPG static GIF

Logo

• 1:1, minimum 128 x 128

c. Discovery Ads [carousel ad available]

Image

• 1.91:1, minimum 600 x 314
• 1:1, minimum 300 x 300
• File Formats: PNG, JPG static GIF

Logo

• 1:1, minimum 128 x 128

d. Performance max

In order to create a successful Performance Max campaign, all of the assets below will be required. Assets are one of the most important pieces of Performance Max - placing a greater focus on creatives here often results in better ad performance.

Company logo

• ‍Up to 5 logos with at least:
• 1 x 1200×1200 (recommended) (128×128 min size) square logo (1:1) 
• 1 x 1200×300 (recommended) (512×128 min size) landscape logo (4:1) (optional)

‍Image

• Landscape (1.91:1): 1200 × 628 (min required: 600 × 314, max file size: 5120KB)
• Square: 1200 × 1200 (min required: 300 × 300, max file size: 5120 KB)
• Portrait: 960 × 1200 (min required: 480 × 600, max file size: 5120 KB)

Video

• Must be hosted on YouTube, can be set to unlisted
• Horizontal, vertical, or square, >=10 seconds in length
• Limits: up to 5

3. YouTube:

a. Bumper video ad, Non-skippable video ad (banner)

• 300 x 60
• Bumper Video Ads: 6 seconds
• Video formats: File format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG
• Maximum file size: 1GB
• Recommended video dimensions: 640 x 360 or 480 x 360
• Companion image dimensions: 300 x 60 .jpg, .gif, or .png
  

b. In Stream Ads

• Minimum dimensions: 426 x 240
• Maximum dimensions: 3840 x 2160
• Aspect ratio: 16:9
• Accepted video formats: .MOV, .MPEG4, MP4, .AVI, .WMV, .FLV, 3GPP, and WebM
• Skippable video’s maximum duration is 6 minutes (skippable after 5 seconds)
• Non-skippable video’s maximum duration is 15s
• Mid-roll video’s duration is between 5-30 seconds
  

c. YouTube Display Ads

• Maximum image dimensions: 300 x 250 pixels for the larger view
• Minimum image dimensions: 300 x 60 px for the smaller view
• Aspect ratio: 16:9
• Maximum file size: 128GB or 12 hours, whichever is less
• Accepted video formats include: .MOV, .MPEG4, .MP4, .AVI, .WMV, .MPEGPS, .FLV, 3GPP, and WebM

d. Outstream Ads (logo)

• Anything 1:1, between 1x1 and  1024 x 1024
  

e. YouTube Masthead

• (Recommended) Provide a 16:9 video for optimal performance. The resolution should be 1920 x 1080 or higher.
• Length of video should not exceed 30 seconds
  

f. In-feed Video Ads (Previously video discovery ads)

• Recommended video duration: 12 seconds
• File Type: .MOV, .MPEG4, MP4, .AVI, .WMV, .MPEGPS, .FLV, 3GPP, and WebM.
• Aspect Ratio: 16:9
• File Size: Max 128GB
  

4. LinkedIn:

a. Image Ad

Technical specifications

• Image size: 1200 x 627 pixels; file size: 50MB or less; aspect ratio: 1.91:1
• File Type: jpg, png, or gif
• File Size: 5 MB
• Image Ratio:

1.91:1 (horizontal, desktop and mobile) 

•     Minimum: 640 x 360 pixels
•      Maximum: 7680 x 4320 pixels

1:1 (square, desktop and mobile)

•      Minimum: 360 x 360 pixels
•      Maximum: 4320 x 4320 pixels

1:1.91 (vertical, mobile only)

•     Minimum: 360 x 640 pixels
•     Maximum: 1254 x 2400 pixels

b. Video Ad: 

Technical specifications

• Video File Type: MP4
• Video Sound Format: AAC or MPEG4
• Recommended frame rate: 30 frames per second
• Video File Size: 75 KB (min) - 200 MB (max)
• Video Duration: 3 seconds - 30 minutes

Portrait (4:5):

• Min 360 x 450 pixels
• Max 1536 x 1920 pixels

Vertical (9:16):

• Min 360 x 640 pixels
• Max 1080 x 1920 pixels

Landscape (16:9):

• Min 640 x 360 pixels
• Max 1920 x 1080 pixels

Square (1:1):

• Min 360 x 360 pixels
• Max 1920 x 1920 pixels
• Aspect ratio tolerance: 5%

c. Carousel Ads

Design Recommendations

• File Type: JPG or PNG
• Ratio: 1:1
• Recommended Resolution: at least 1080 x 1080 pixels

Text Recommendations

• Ad name (optional): 255 characters
• Card headline: 45 characters
• Introductory text: 255 characters

Technical Requirements

• Number of carousel cards: 2-10
• Maximum File Size: 10 MB

5. TikTok:

• Aspect ratio: 9:16
• Resolution must be a minimum of 540*960 px, 640*640 px, or 960*540 px.
• File Type: .mp4, .mov, .mpeg, .3gp, or .avi
• Duration:  Videos can be between 5-60s. We suggest short videos of 9-15s.
• Video size: 1080 x 1920 pixels (minimum); file size: 100MB or less; 
• File Size: 500 MB

More ad formats, such as Spark Ads & Lead Ads are available on TikTok. You can find out more information about these new formats on our Ultimate Guide to TikTok Ads.

6. Twitter:

Text Ads

• Maximum characters: 280 characters

Image ads with buttons

• 800 x 418 pixels is recommended for a 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
• File size: Max 5MB

Standalone Image Ads

• 1200 x 1200 pixels is recommended for a 1:1 aspect ratio. 1200 x 628 pixels is recommended for 1.91:1 aspect ratio.

Video Ads

• 1200 x 1200 pixels is recommended for a 1:1 aspect ratio. 1920 x 1080 pixels is recommended for 16:9 aspect ratio
• Video lengths: 15 seconds
• File types: MP4 or MOV
• File size: 1 GB max

Carousel Ads

• Number of slides: 2-6 (Images or Videos)

Image Carousels:

• 800 x 418 pixels is recommended for 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.

Video Carousels:

• 800 x 450 pixels is recommended for a 16:9 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.

For Carousels using mixed media, aspect ratios should remain consistent (1:1 image asset with 1:1 video asset or 1.91:1 image asset with 16:9 video asset). You should look to use between 2 to 6 carousel cards, regardless of whether it is image or video.

Conclusion

It is essential to note that these are just general guidelines, and the advertising specs for social, video & display ads can vary depending on the platform and format you are using. It's always a good idea to check the platform's guidelines for the most up-to-date information. 

One of the starting points to a great ad campaign, is an excellent working knowledge of the creative specifications of ad platform that you want to run ads on - this includes everything from their size, format, and everything else that goes with them. By doing so, you’re increasing your chances of making your advertising campaign stand out from the rest.

If you're still not satisfied with your campaigns’ performance despite adhering to the best practices you can stand a chance to win a free strategic consultation with KPI Media to drive more sales for your business. (p.s. we typically charge $200 for every growth consultation). Get in touch now!

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