Digital Advertising Size + FOrmatting Guide

Ad sizes that perform best on each ad network

text ads for search results pages

google adwords search new ad

As of: June 27, 2018

Headline 1: 30 characters
Headline 2: 30 characters
Description: 80 characters

ANIMATED ADS + RESPONSIVE ADS FOR MOBILE/DESKTOP

As of: June 27, 2018

RESPONSIVE AD TEXT + IMAGES
  • Short Headline: 25 characters
  • Long Headline: 90 characters
  • Description: 90 characters
  • Business Name: 25 characters
  • Landscape Image: 1.91:1 ratio
    • Greater than 600x314px
    • 144dpi
    • 1mb file size limit
  • Square Image: 1:1 ratio
    • 300x300px
    • 144dpi
    • 1mb file size limit
  • Logo Image: (optional) 1:1 ratio
    • 128x128px or greater (1200x1200px recommended)
    • 144dpi
    • Can also have landscape logo at 512x128px or greater (1200x300px recommended)
  • Less than 20% text on image ad creative
  • No animation
ANIMATED DISPLAY ADSAD SIZES FOR OPTIMAL CLICK THROUGH RATE
  • Recommended Image Sizes
    • 300×250 Rectangle
    • 160×600 Wide Skyscraper
    • 300×600 Half-Page Ad
    • 728×90 Leaderboard
    • 320×100 Large Mobile Banner
  • 30 seconds or less of animation
  • HTML5 Animation recommended
  • GIF or HTML/CSS/JS Animation
  • Can’t be looped so it must stop after 30 seconds
  • 150kb file size limit after compression

Standard Gmail

As of: June 27, 2018

SUBJECT LINE REQUIREMENTS

Business Name: 20 characters
Headline: 25 characters
Description: 90 characters

IMAGES

Marketing Image
Landscape (1.91:1): 1200×628 (min required: 600×314)
Square: 1200×1200 (min required: 300×300)

Logo
Square: 1200×1200 (min required: 144×144)

Header Image (optional)
Header image (optional): 1200×400 (min required: 600×200)

MORE OPTIONS
CUSTOM TEASER

Subject Line: 25 characters
Teaser Description: 90 characters

CALL TO ACTION

Call to Action: 15 characters

Gmail html5 templates

As of: June 27, 2018

The overall size limits of your ad are the following:

  • Your total ZIP folder: <1.25 MB
  • Number of files: <100 files
  • File size: <500KB
HOW TO CREATE YOUR COLLAPSED AD

For your collapsed ad, you’ll add 2 files to your ZIP folder:

  • the logo image (named “logo.png,” “logo.jpg,” or “logo.gif”)
  • the text file (named “‘teaser.txt”)
LOGO IMAGE SPECIFICATIONS
  • Logo image size: minimum 144px x 144px with aspect ratio 1:1
  • Maximum file size: 150KB
  • File formats: PNG, JPG, or GIF (non-animated)
TEXT FILE SPECIFICATIONS

Advertiser: 20 characters
Subject: 25 characters
Description: 90 characters
Display URL: 32 characters

The file must be named exactly “teaser.txt”  and the file format must be TXT. Here’s an example of a properly formatted text file.

Advertiser: Business Name
Subject: Everything 20% Off at Business Name
Description: Buy new products at low prices!
Display Url: www.example.com
Landing Page: https://www.example.com/sale

HOW TO CREATE YOUR EXPANDED AD

For your expanded ad, you’ll add 1 HTML file and 1 image folder to your ZIP folder:

  • Image Folder (named ‘Images’) containing image files for the expanded ad
  • HTML file named exactly “‘index.html”
IMAGE FOLDER SPECIFICATIONS
  • Your ad must contain at least 1 image, and can contain up to 100 images. To embed videos in your expanded ad, jump to the video section below.
  • Max width per image: 650px
  • Max height per image: 1000px (Note: For the most effective ads, we recommend of no more than 650px height for the total ad canvas, which includes all your text and images.)
HTML FILE SPECIFICATIONS

Technical Details

  • URLs: Must contain at least 1 absolute URL (can contain up to 15) and all special characters must be encoded (e.g. spaces, #).
  • Formatting: Control the layout using standard HTML tables to ensure consistent presentation across devices
  • Tracking: Static tracking URLs can be used to track external clicks. Impression tracking pixels and dynamic tracking URLs are not permitted. If you are using the “Gmail custom HTML ad” template, make sure to add the tracking URLs you want to use in the index.html file as well as in the teaser.txt file.
  • Markup: HTML (use UTF8 encoding), some HTML5 tags ( “ARTICLE”, “ASIDE”, “FIGCAPTION”, “FIGURE”, “FOOTER”, “HEADER”, “MARK”, “SECTION”, “TIME”, “WBR”), and some CSS (style attribute of tags only e.g. <div style=”color: black” >) are supported

Markup not permitted

  • Javascript: <script> tags will automatically be removed from the ad
  • Stylesheets: <link> tags will automatically be removed from the ad
  • Flash
  • HTML5: The only supported tags are “ARTICLE”, “ASIDE”, “FIGCAPTION”, “FIGURE”, “FOOTER”, “HEADER”, “MARK”, “SECTION”, “TIME”, “WBR”
  • Audio
  • iFrames
  • Animated images: GIFs

Click here for supported CSS and how to add video to expanded ad HTML file

PRE-ROLL TRU-VIEW VIDEO ADS ON MOBILE/DESKTOP

As of: June 27, 2018

Video Requirements:
Must be uploaded to YouTube
Must be public or unlisted
True Streaming is allowed

Minimum Video Length: 12 seconds
Maximum Video Length:
6 minutes (skippable ads)
15 seconds (non-skippable ads)
6 seconds (bumper ads)

COMPANION BANNER (OPTIONAL)
  • 300×60 or 300×250
  • JPG, GIF, PNG* (only image assets allowed, no 3rd party tags)
  • 150KB (50KB max for non-skippable video)
  • 30 seconds max animation time

DESKTOP TARGETING ONLY

As of: June 28, 2018

Still image (or text-based) ad goes over the video with companion banner to the right.

VIDEO OVERLAY
  • 728×90 or 468×60 (bigger size recommended)
  • JPG, GIF, PNG* (only image assets allowed, no 3rd party tags)
  • Still image with no animation
  • Covers 20% bottom portion of video
  • Overlay option that has no creative with plain text (lower click rates)
COMPANION BANNER (OPTIONAL)
  • 300×250 size, but we recommend using this for any YouTube Display campaign even though its optional
  • JPG, GIF, PNG* (only image assets allowed, no 3rd party tags)
  • 150KB (50KB max for non-skippable video)
  • 30 seconds max animation time

MAX 20% OF THE IMAGE CAN BE TEXT

As of: August 20, 2018

SINGLE IMAGE
  • 1200px by 628px ( 1:91:1 wide orientation at 144dpi recommended)
  • Also accepts 1200px by 1200px square orientation
  • JPG, PNG
  • Headline: 25 characters
  • Description: 90-125 characters
  • Link Description: 30 characters

MOV OR MP4 WIDE FORMAT RECOMMENDED

As of: August 20, 2018

SINGLE VIDEO
  • 1920px by 1080px (Wide 16:9 orientation at 72dpi. Minimum is 1280×720)
  • Also accepts square video format, but wide orientation is preferred for FB
  • 2.3gb max filesize
  • 120 minutes max
  • 1200px by 675px thumbnail image (144dpi recommended)
  • Caption length can be up to 2200 characters

SQUARE FORMAT RECOMMENDED

As of: August 20, 2018

Instagram supports 1.91:1 – 4:5 for all feed videos across all objectives. For Instagram Stories, we recommend 9:16 and 4:5 to 1.91:1.

SQUARE, WIDE, OR VERTICAL VIDEO
  • 1200px by 1200px (1:1 square ratio at 72dpi recommended)
  • 1080px by 1920px (4:5 vertical ratio at 72dpi for vertical video)
  • Vertical video format supported at 9:16 aspect ratio for Instagram Stories
  • Recommended sound off