In this guide, you'll find the following information laid out by channel.
Recommendation overview: This is basically the minimum we'd recommend starting out with.
Playbook link: Your most helpful resource. This will take you directly to that channel's page in the Playbook that contains creative best practices, tips, and the link to that channels ad specs page. Note that the specs for Programmatic and their Custom counterparts are the same, so the links in the Custom section will go to Programmatic, which will contain the correct ad specs.
Ad specs: These are the general ad sizes you can start of with.
A few more notes before we get started:
Ad specs can vary greatly not only by channel, but by the ad type chosen within those channels. For that reason, we highly recommend checking out each channel's specific ad spec documentation when you know which creative type you'd like to run. This will provide details on file type and all the nitty gritty details.
Lastly, before diving into the channel specifics, know that it's always good to provide a variety of creatives and not just hit the minimum requirements. This will allow for the testing of creative messaging and types (in the cases where video and static are both available). While we may not begin the campaign with all creatives, as this depends on the budget and structure, more creatives can almost never hurt as we'll have a variety to implement as the campaign runs.
Meta
When starting a Meta campaign, it's generally recommended to start with at minimum, 1 image and 1 video of the specs below. This will allow the creative to fit in all placements and for testing. If you can only choose one type, a minimum of 3 with different messaging or visuals is recommended. If you're only looking to create one sized creative, we recommend starting with a 9:16 and fitting all important information in the safe zone. Our team can crop it from there.
Ad specs:
1080 x 1080px (1:1) for feed
1080 x 1920px (9:16) for stories/reels
1200 x 628px (1.91:1) for sidebar
TikTok
When starting a TikTok campaign, it's generally recommended to start with 3 videos at minimum. This will allow us to see what message is resonating with the audience(s).
Ad specs:
1080 x 1920px (9:16)
Videos can be between 5-60s but short videos of 9-15s is recommended
Snapchat
When starting a Snapchat campaign, it's generally recommended to start with at minimum, 1 image and 1 video of the specs below. This will allow for testing messaging and creative type. If you can only choose one type, a minimum of 3 with different messaging or visuals is recommended.
Ad specs:
1080 x 1920px (9:16)
LinkedIn
When starting a LinkedIn campaign, starting off with at least 3 creatives of the same type (image or video) is recommended. Mixing video and image is never a bad thing, but the creative type falls at the campaign level in LinkedIn, meaning even if you're targeting the same audience with an image and video ad, these will still have to be separate campaigns in the platform ($10/day/campaign). In general, this is no big deal as long as you have the budget to execute this way.
Ad specs:
1080 x 1080px (1:1) or 1080 x 1350 (4:5)
When starting a Pinterest campaign, a minimum of 3 image or gif-style creative is generally a good starting point.
Ad specs:
1080 x 1500px (2:3) for feeds
YouTube
When starting a YouTube campaign, shoot for at least 3 videos with a variety of landscape and vertical. Always include a 15-second and 30-second ad, at minimum. When possible, provide 6-second ads to be used for Bumper campaigns for boosted awareness and frequency.
Ad specs:
1920 x 1080px (16:9) for horizontal
1080 x 1920px (9:16) for vertical
Spotify
When starting a Spotify campaign, we'd recommend kicking off with 1-2 ads (or scripts). These ads should be 15 or 30 seconds in length.
Ad specs:
640 x 640px (1:1) for images
1080 x 1080px (1:1), 1920 x 1080px (16:9), and 1080 x 1920px (9:16) are accepted for videos
Google Ads
When starting a Google Ads campaign, a minimum of 5-10 headline variations per ad group is recommended. Our team is more than happy to create these unless your agency or the client would like to.
Ad specs:
Headline: 30-character limit
Description: 90-character limit
Microsoft Ads
When starting a Microsoft Ads campaign, a minimum of 5-10 headline variations per ad group is recommended. Our team is more than happy to create these unless your agency or the client would like to.
Ad specs:
Headline: 30-character limit
Description: 90-character limit
Custom Display
When starting a Custom Display campaign, a minimum of 2 different messaging types in all of the following sizes is recommended.
Ad specs:
320x50, 728x90, 160x600, 300x250, 300x600, 970x250, 320x480, 480x320
Custom Video
When starting a Custom Video campaign, a minimum of 2 different messaging types is recommended. Ads should range from 5 - 30 seconds, with at least one 15-second and one 30-second ad to encourage a variety.
Ad specs:
1920 x 1080px (16:9)
Custom OTT
When starting a Custom Video campaign, a minimum of 2 different messaging types is recommended. Ads should range from 5 - 30 seconds, with at least one 15-second and one 30-second ad to encourage a variety.
Ad specs:
1920 x 1080px (16:9)
Custom Audio
When starting a Custom Audio campaign, starting off with at least one 15-second and one 30-second ad is recommend.
Ad specs:
300x250px
Programmatic Display
When starting a Programmatic Display campaign, a minimum of 2 different messaging types in all of the following sizes is recommended.
Ad specs:
320x50, 728x90, 160x600, 300x250, 300x600, 970x250, 320x480, 480x320
Programmatic Video
When starting a Programmatic Video campaign, a minimum of 2 different messaging types is recommended. Ads should range from 5 - 30 seconds, with at least one 15-second and one 30-second ad to encourage a variety.
Ad specs:
1920 x 1080px (16:9)
Programmatic OTT
When starting a Programmatic Video campaign, a minimum of 2 different messaging types is recommended. Ads should range from 5 - 30 seconds, with at least one 15-second and one 30-second ad to encourage a variety.
Ad specs:
1920 x 1080px (16:9)
Programmatic Audio
When starting a Programmatic Audio campaign, starting off with at least one 15-second and one 30-second ad is recommend.
Ad specs:
300x250px
Email
When prepping creative for an Email send, follow the ad specs below.
Ad specs:
Width: 500px - 700px
Length: < 1,728px
Format: HTML, JPG, PNG
Max File Size: 200 KB